America-based jeans giant Levi Strauss is launching its third-annual Red for Life campaign to create awareness about HIV/AIDS among young people in South Africa (Allafrica.com, 10/24).
In addition to mobile testing units, the campaign will stage its third Rage for the Revolution concert November 10 at a location to be announced. Experts will brief each of the performing artists—which include local acts The Dirty Skirts, Loyiso, 340ml, Kabelo, Lira and the Parlotones—on the realities of the epidemic in order to open up discussion with the audience. Performers will also be encouraged to take HIV tests themselves.
“We have a long and extensive history of supporting local music,” says Mike Leslie of Levi Strauss South Africa. “Thus it makes sense to leverage that investment and partner with local musicians to drive a credible and relevant HIV and AIDS message to the youth.”
A one-hour television special covering the concert will air on the South African Broadcasting Corporation (SABC) around World AIDS Day, December 1.
Queenie
