Matchboxology

Levi'sÂ® Red for Life

In 2005, mat©hboxology and Levi’s® South Africa launched Red For Life, a CSO initiative inspired by the rapidly increasing risk of HIV infection for young people in the country. To put this in perspective, a Levi’s® customer or employee in South Africa is about 10 times more likely to be infected by HIV than their counterparts in most parts of Asia, Europe and the Americas.

Red For Life began life as a benefit concert—Rage For The Revolution—but quickly evolved into a highly influential communications campaign in partnership with the country’s top musical artists.

Since its inception, Red For Life has produced a controversial and highly acclaimed TV documentary and 28 TV adverts featuring celebrities and musical artists addressing important risk and HIV transmission issues from their own experiences and points of view. We’ve handed out over 1 million Levi’s® branded condoms.

And we’ve pioneered a range of Red For Life clothing designed to help our customers embrace the Red For Life philosophy of “Work It Out For Yourself”.

Check out the full details at www.rfl.co.za.

Since late 2006, Levi’s® South Africa has co-branded voluntary counselling and HIV testing together with mobile VCT experts New Start. A global first, the project has been an unprecedented success with over 60,000 folks (including celebrities and dignitaries) tested to date. The project has been featured widely in the media, including segments on CNN, SABC and in global PEPFAR and USAID HIV conferences.

Video clips and stills

	Levis® RAGE For the Revolution 2010 Interviews: Condoms 7.9mb streaming .flv file View the video >
	Levis® RAGE For the Revolution 2010 Interviews: Love 10.2mb streaming .flv file View the video >
	Levis® RAGE For the Revolution 2010 Concert Poster 73kb .jpg file View the full-size picture >
	Levis® RAGE For the Revolution 2007 TV advert 14.3mb streaming .flv file View the video >
	340 ml on VCT 2.4mb streaming .flv file View the video >
	Red For Life/5FM celebrities adverts 1.2mb streaming .flv file View the video >
	Roger Goode on VCT 1.9mb streaming .flv file View the video >
	Kabelo on VCT 2.2mb streaming .flv file View the video >
	Lira on VCT 2mb streaming .flv file View the video >
	Parlotones on VCT 2.1mb streaming .flv file View the video >
	SABC celebrities for Red For Life VCT 1.2mb streaming .flv file View the video >
	Thuli from SABC on Red For Life VCT 1.4mb streaming .flv file View the video >
	Balende from SABC on Red For Life VCT 1.4mb streaming .flv file View the video >
	Mandla from SABC on Red For Life VCT 1mb streaming .flv file View the video >
	ProKid tests with Red For Life 380kb .jpg file View the full-size picture >
	Inspired by our concept for a Levi's® RedForLife T shirt. Stirred INTERESTING debate between AIDS and anti-apartheid activists in the press and radio. 152kb .jpg file View the full-size picture >
	Zackie Achmat of the Treatment Action Campaign 71kb .jpg file View the full-size picture >
	RazorFish at Red for Life testing 221kb .jpg file View the full-size picture >