Collaboration for HIV/AIDS – LEVI’S music video is a wrap
UPDATE
Life is a series of choices, some more significant than others. When it comes to choosing life over being infected with HIV/Aids, Levi Strauss SA has a very clear message for South Africa’s youth. And the iconic 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. It’s music wi…
th a message, and it’s designed to make an impact.
The second initiative in the Levi’sý Red For Life campaign is the wonderfully collaborative album CD 4, a joint effort by Levi’sý 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.
Not wanting to preach and not wanting to shy away from the facts, 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 beautifully filmed visual depiction of the challenges and choices facing our youth.
With the launch of the Sunset Ribbon Red music video, the Levi’sý brand is affirming its belief that music is a powerful medium for knowledge and change. It’s a message that’s hard to ignore, one that speaks to the youth in their language and tackles the issues surrounding HIV/Aids with integrity, honesty and openness.
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17 June 2006
It’s so rewarding to see big brands putting their dollars where their mouths are and doing something solid and socially responsible. The HIV AIDS challenge in SA is one that we all must play an active role in if we want to secure a brighter future for our nation. Here’s your chance to make a difference – get your hands on one of the new CD4 cd’s from a LEVI’s shop near you – your R109 goes straight to those tireless campaigners at the TAC who are not scared to speak up about the situation.
FABULOUS cd cover BTW…
Levi Strauss South Africa and SONY BMG Music Entertainment have brought together fourteen SA top music artists to produce a unique CD in an initiative to raise awareness and funds for HIV/AIDS. This CD will mark the second activity of their recently launched “Red for Life” campaign, and will continue their partnership with the TAC and their promotion of the message “Condoms Everywhere”.
The album is dedicated to driving HIV AIDS awareness amongst the youth, as well as raising money to treat those living with the disease.
The album is a ‘locally exclusive’ album featuring South Africa’s best musicians, re-working their own tracks into an acoustic format. The CD also includes an ‘Anthem Track’ called SUNSET RIVER RED written exclusively for the album featuring all the artist which are: Springbok Nude Girls, Fokofpolisiekar, MXO, Mafikizolo, Flat Stanley, Louise Carver, Chris Chameleon, Kobus! Malaika, 340ml, Karen Zoid, Godessa, Loyiso and Prime Circle.
CD4 has been released nationwide from Monday 9th May 2005 and will be on sale in the Levi’s stores nationwide as from Friday 6th May. The CD retails for R109.00 with all proceeds going directly to the TAC Treatment Campaign.
