Levi’s Launches Fundraising and Awareness Campaign for YouthAIDS Program
Levi's Jeans on Monday announced the launch of a fundraising and awareness campaign to benefit Population Services International's YouthAIDS program. Among the components of the campaign:- Online jacket auctions: Levi's will auction two "Staying Alive" Jackets signed by celebrity music artists and others beginning Nov. 22 on eBay.com. One jacket was designed by hip-hop artist Missy Elliott and signed by a number of celebrities, including recording artists Wyclef Jean and Angie Stone. The other jacket will be filled with celebrity autographs, including the signatures of recording artists participating in the two World AIDS Day concerts taking place in Seattle, Wash., and Cape Town, South Africa. Bidding on the two jackets will begin on Nov. 22 and will end on Dec. 1, World AIDS Day. All proceeds from the auction will be donated to the YouthAIDS program.
- Virtual jacket: Levi's will host on its Web site a "virtual" Staying Alive Jacket that viewers can "sig[n]" in order to raise funds for the YouthAIDS program. Levi's will donate $1 to the YouthAIDS program for each viewer who signs his or her name on the virtual jacket. Levi's will donate up to $50,000 through the virtual jacket initiative.
- World AIDS Day memorabilia auction: Levi's will also auction several World AIDS Day memorabilia items on eBay starting Nov. 22. All proceeds from the auction will go to the YouthAIDS initiative.
Kate Roberts, director of the YouthAIDS program, said that the campaign "is an excellent example of how a global brand can leverage its status and resources to fight the spread of this disease," Roberts said. The YouthAIDS program provides HIV/AIDS education and prevention efforts to young people in more than 60 countries (Levi's Jeans release, 10/7).
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