Important note: Information in this article was accurate in 1999. The state of the art may have changed since the publication date.
PRNewswire - November 17, 1999
The Cause
LIFEbeat, a not-for-profit HIV/AIDS awareness organization, is committed to promoting a safer-sex environment. By directing all funds from its "Zero Transmission 2001" initiative to teen-focused HIV/AIDS prevention programs, LIFEbeat has been instrumental in educating youth about the importance of HIV/AIDS prevention issues.
"These musical artists are extremely influential in helping deliver our message to young people who are very much at risk for HIV infection," said Tim Rosta, executive director of LIFEbeat. "The AIDS crisis is far from over and we applaud Levi's(R) for their ongoing support of LIFEbeat and AIDS prevention education."
The Contributions
To help LIFEbeat continue its effective outreach, the Levi Strauss Foundation has awarded LIFEbeat a $250,000 grant to support its "Zero Transmission 2001" campaign. Additionally, the Levi's(R) brand will donate all concert ticket proceeds to LIFEbeat, and $1 for each person who logs onto the webcast, up to $50,000.
"This is the second year the Levi's(R) brand has partnered with LIFEbeat to create a unique celebration as a platform to help spark discussion among young adults about preventing the spread of HIV/AIDS," said Roy Edmondson, Director of Presence and Publicity, Levi Strauss & Co. "This is an epidemic that affects everyone and we support LIFEbeat's mission to educate young adults about prevention."
The Online Cast of Characters
Levi's(R) Jeans will simultaneously conduct a live webcast of the concert to help raise global awareness and funding for the fight against HIV/AIDS. Creating a true worldwide audience for this important cause, Levi's(R) Jeans will donate one dollar to LIFEbeat for each person who logs onto the webcast at levi.com, up to $50,000. Beginning November 17, consumers can learn about HIV/AIDS prevention by taking an HIV prevention quiz housed on the same site. By taking the quiz, consumers will be registered to win original signed memorabilia from leading musical artists, including Mariah Carey, Dave Matthews, Lauryn Hill, 'NSYNC, the Goo Goo Dolls and more. Prizes range from a signed Goo Goo Dolls guitar to an autographed, framed print from Mariah Carey's new album release Rainbow. Winners will be selected on January 3, 2000.
The Concert
The Levi's(R) Jeans and LIFEbeat Present "Music with a Message: World AIDS Day 1999" benefit concert will be held at the Beacon Theater in Manhattan on December 1 at 8:30 p.m. Tickets will go on sale November 19 at 10:00am and will be available through Ticketmaster. Prices range from $35 to $75 a piece and can be purchased by logging onto http://www.ticketmaster.com or calling 212-307-7171.
The Campaign
The Levi's(R) brand will also mark World AIDS Day with a unique advertising spot to promote safer sex and condom use. Created pro-bono by TBWA Chiat/Day, the ad capitalizes on the popular "Opt. for the original" campaign featuring the "Invisible" couple and conveys a lighthearted and positive message about the use of condoms. The ad spot will air from November 26 to December 1 exclusively on MTV to coincide with World AIDS Day.
Since 1982, the Levi Strauss Foundation and Levi Strauss & Co. have committed more than $23 million to AIDS-related causes around the world. For more information about Levi's(R) Jeans and AIDS awareness, visit levi.com. For more information about the Levi Strauss Foundation, log onto http://levistrauss.com.
LIFEbeat, the Music Industry Fights AIDS, is a non-profit HIV/AIDS resource and awareness organization. Founded in 1992 by music industry manager/promoter Bob Caviano, LIFEbeat is the music industry's response to the AIDS crisis. By mobilizing the talents of the music industry, LIFEbeat is able to raise funds to grant to local AIDS service organizations across the country. To date, LIFEbeat has funded over sixty local AIDS service organizations nationwide in the aim of education, awareness and prevention of HIV/AIDS. LIFEbeat is driven by the belief that the AIDS crisis can end and that music is one of the most powerful and effective tools for reaching people with information about HIV/AIDS. To learn more about LIFEbeat, visit http://lifebeat.org.
SOURCE Levi's, LIFEbeat, the Music Industry Fights AIDS
CONTACT: Brad Jamison, 212-448-4332, or Sarah Bessette, 212-448-4249, both of Ketchum/
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