Levi Strauss SA has a very clear message for South Africa's youth when it comes to choosing life over being infected with HIV/Aids and the jeans label is using its strong ties with the local music scene to instil a sense of responsibility and respect within our country's youth.
The second initiative in the Levi's Red For Life campaign is the collaborative album CD 4, a joint effort by Levi's Red for Life, Heita Records and some of South Africa's hottest musical talent, to educate on issues surrounding HIV and AIDS.
The music video for the CD's anthem Sunset Ribbon Red has just finished production. It's about to hit the TV stations, bringing Arno Carstens & Theo Crous, Flat Stanley, Louise Carver, Fokofpolisiekar, Malaika, Chris Chameleon, Loyiso and Karen Zoid into South Africa's living rooms.
The video examines the many options that young South Africans encounter on their life journeys. The artists appear in the video, each taking a different path as the song's story develops towards a collaborative ending. It's a visual depiction of the challenges and choices facing our youth.
