Converse All Stars AIDS lace up

Shopping centres and university campuses across South Africa resembled artistic studios in April 2007 as the Converse "Freedom of expression" campaign invited students and shoppers to get creative, show heart and take part in a massive charity drive. The canvases form part of the international ^(Red) campaign.

A percentage of the proceeds from each pair of Converse ^(product) Red shoes sold go to an international fund fighting AIDS, TB and Malaria in Africa. Converse is one of the first brands to bring this project into South Africa, building on their active social responsibility program. Other brands involved include Motorola, American Express, iPod, Gap and Emporio Armani.

"Freedom of expression" took place at major campuses and malls countrywide. Live DJs provided a vibe and inspired people to write messages or generate images on a large segment of canvas.

Uber-cool Converse Brand Ambassadors added hype and provided information on concept ^(Red) at all events. Participants were given an opportunity to engage with their brand in a novel and memorable way. There was a surprise appearance of Converse-sponsored band, Freshly Ground, at the UCT canvas happening, where they signed autographs, interacted with the crowd and spoke about the ^(Red) campaign. Shoppers taking part in the mall events received a free red drawstring bag with every purchase of Converse ^(Red) shoes.

Once all the canvas strips were completed they were unveiled at a closing event at Wits University library lawn that saw many small contributions coming together for the greater good. Using red rope, students and brand ambassadors joined the segments together to form a unique 500m² single piece of art. The lunch-time event included popular band, Wonderboom, and signaled the culmination of a nationwide campaign that encouraged unity amongst students. The finished canvas, along with the proceeds from Converse ^(product) Red sales, will be presented to The Global Fund at an official gala ceremony later this year.