AEGiS-PRn: Sir Elton John, Dave Matthews, Michelle Branch and Wyclef Jean Join Missy Elliott and a Host of Celebrities in Levi's(R) 'Staying Alive' Jacket Campaign : World AIDS Day Campaign Includes Specially Designed Levi's Jackets Listed On eBay(R) to Raise Funds and Awareness to Combat HIV/AIDS Globally

Important note: Information in this article was accurate in 2002. The state of the art may have changed since the publication date.

Sir Elton John, Dave Matthews, Michelle Branch and Wyclef Jean Join Missy Elliott and a Host of Celebrities in Levi's(R) 'Staying Alive' Jacket Campaign : World AIDS Day Campaign Includes Specially Designed Levi's Jackets Listed On eBay(R) to Raise Funds and Awareness to Combat HIV/AIDS Globally

PRNewswire - November 22, 2002

SAN FRANCISCO, Nov. 22 /PRNewswire/ -- Several big name recording artists have joined the Levi's(R) "Staying Alive" Jacket campaign in an effort to raise funds and awareness to combat HIV/AIDS globally. The latest participants in the campaign are Dave Matthews and Michelle Branch. Matthews and Branch join a list of participants that so far includes mega-superstar and HIV/AIDS activist, Sir Elton John and two of the world's most renowned hip-hop artists, Missy "Misdemeanor" Elliott and Wyclef Jean. Specially designed Levi's jackets from some of these artists as well as a Levi's jacket signed by a host of celebrities (including all of the celebrities mentioned above), are part of a charity auction hosted by eBay(R), the world's on-line marketplace. All money raised from the jackets will benefit Population Services International's (PSI) YouthAIDS program. The jackets will be listed on eBay(R) at http://www.ebay.com/levis, from November 22, 2002 to December 1, 2002 -- World AIDS Day.

The Levi's "Staying Alive" Jacket campaign kicked off on October 7, 2002 in New York with a Levi's jacket specially designed by Missy Elliott and another Levi's jacket signed by a host of celebrities as their symbolic pledge to "stay alive" by getting the facts on HIV/AIDS. The signed jacket includes autographs by recording artists participating in the two Levi's Jeans Staying Alive concerts, the first which took place in Seattle, WA on November 7 and the second which is scheduled to take place in Cape Town, South Africa on November 23. The two concerts will premiere globally on MTV as one 90-minute commercial free special on December 1. Among those scheduled to perform at the World AIDS Day concert in Cape Town are Sean "P. Diddy" Combs, Alicia Keys and Usher.

"I am proud to lend my name and talent to this important global cause," said Missy Elliott. "I designed this jacket as a symbol of my commitment to the fight against HIV/AIDS and I am thrilled that other artists are joining the campaign."

To further raise funds and awareness in the fight against HIV/AIDS, Levi's Jeans created a virtual Levi's "Staying Alive" Jacket on levi.com. For every person who logs on to levi.com through World AIDS Day and pledges to "stay alive" by getting the facts on HIV/AIDS, Levi's Jeans will pledge $1 to PSI's YouthAIDS initiative -- up to $50,000. Over 40,000 people have signed the Levi's 'Staying Alive" Jacket since the virtual jacket site launched on October 7, 2002. Lateral Digital Design Consultancy created the content for the virtual Levi's "Staying Alive" jacket which appears in eight languages for global relevancy. Microsoft Network (MSN) is the exclusive global on-line partner supporting the effort.

"We are very pleased to have some of the world's most talented individuals join us in this fundraising and awareness campaign," said Robert Hanson, Levi's brand president, U.S. "We are equally pleased with the number of people who have made a pledge to stay alive on levi.com by getting the facts on HIV/AIDS."

"We are very excited that the campaign has progressed to this high degree of participation," said Kate Roberts, director of YouthAIDS. "Fundraising and awareness campaigns like Levi's Jeans 'Staying Alive Jacket' campaign go a long way to combat the spread of HIV/AIDS globally."

In addition to the Levi's "Staying Alive" Jackets, Levi's Jeans will also list several World AIDS Day memorabilia items from both concerts on eBay beginning on November 22. All money raised will be donated to PSI's YouthAIDS initiative.

The Levi's "Staying Alive" Jacket campaign is part of the Levi's brand's 20-year commitment to the fight against HIV/AIDS. Through Levi Strauss & Co. and Levi Strauss Foundation funding, education programs, and strategic partnerships, the Levi's brand continues its leadership role in reducing the spread of HIV/AIDS globally. Since 1985, Levi Strauss and the Levi Strauss Foundation have contributed over $25 million to the fight against HIV/AIDS.

YouthAIDS is an action-based global initiative working in over 60 countries to educate and protect kids from HIV/AIDS. Through theater, media, music, fashion and sports, YouthAIDS promotes abstinence, decreased sexual activity and protected safer sex.

Invented in 1873 by Levi Strauss, Levi's Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through jeanswear innovation.

CONTACT: Amy Gemellaro, +1-415-501-6178, or +1-415-297-0096, or Rick Gomes, +1-212-704-3233, or John Ordona, +1-415-501-7568, all for Levi's Jeans.

SOURCE Levi Strauss & Co.

Web Site: http://www.levistrauss.com

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