Public relations

Levi's® Red for Life Campaign

Building links with internal and external stakeholders to provide information which will result in their understanding what a brand, corporation or enterprise stands for and providing credible proof points of this position.

The Challenge

Communicate Levi Strauss SA's corporate 'Red for Life' campaign and showcase its activities as relevant proof points of the brand's commitment to tackling the issues that are relevant to its core customers, such as AIDS in SA.


Solution: Media Relations/Brand building

Lange launched the Levi's® Red for Life initiative creating a media platform for Levi Strauss SA to formalise its commitment to help fight the spread of HIV/AIDS in South Africa.

Levi's® 'Red for Life' was positioned as a credible campaign with various elements including the 'Rage for the Revolution' concerts, music CD's (aptly named CD4 after the test taken as part of both the monitoring and treatment of the course of HIV infection). The CD as well as special T-shirts were sold by Levi's® to raise funds for the Treatment Action Campaign throughout the year.