Life-size cutouts of the artists who feature on CD 4, the Levi's album dedicated to raising funds and AIDS awareness, have care labels 'stitched' onto their arms in a strong HIV and AIDS awareness campaign that advocates a clear message of no-sex, pro-condom use, no sharing of needles and HIV blood screening.
And to make the message more real, the 'warning' label which features in all the shop window ads was surgically attached to the arm of the model and not superimposed.
Levi Strauss South Africa threw down the gauntlet in the fight against the scourge of AIDS when it launched the Levi's Red for Life campaign in January and hosted the successful 'Rage for the Revolution' concert; featuring SA's top musicians with all the funds going directly to the TAC Treatment Project - an initiative that directly funds the treatment of people with AIDS.
The artists featured on the album discounted their time and talents to CD 4 and are fully in support of the controversial and outspoken shopping centre campaign.
Mike Joubert, MD for Levi Strauss South Africa says: "Our retail footprint allows us to reach a wide audience in prime malls across the country and is the ideal way to take the HIV and AIDS message to all consumers.
"The Levi's brand has always been about freedom of expression and youth spirit. With our support over the years of original South African music it made sense to partner with Heita! Records and some of our best musical talent to bring a message to the youth that can make the difference between life and death.
"We felt that through this campaign we would create an uplifting opportunity for local artists to add their voice and spread awareness on the issue, encouraging people to be cognizant of their social situations and take heed of the simple messages."
