Levi's launches campaign for YouthAIDS
Levi's Jeans on Monday announced the launch of a fund-raising and awareness campaign to benefit Population Services International's YouthAIDS program. 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." YouthAIDS provides HIV/AIDS education and prevention efforts to young people in more than 60 countries. Among the components of the campaign are eBay auctions of jackets designed and signed by celebrity artists, an online program through which Levi's Jeans will donate $1 for every signature collected up to $50,000 to YouthAIDS, and eBay auctions of World AIDS Day memorabilia items, including items donated from celebrities participating in two World AIDS Day concerts being held in November in Seattle and Cape Town, South Africa. Bidding on all eBay items will begin November 22.