Levi Strauss & Co. Commemorates World AIDS Day 2009 by Engaging Global Artists to Encourage Consumers to "Know Your Status"
To commemorate World AIDS Day, the Levi’s® brand launched a global micro-site (www.levi.com/worldaidsday) to leverage the power of innovative new artists to help provide education to consumers around the world, with a focus on the youth population. Of the over 60 million people who have been infected with HIV, one-third of them are between the ages of 15 and 24. Of the 2.5 million people infected yearly, young people ages 15-24 account for more than 40 percent of new infections. Today, nearly 12 million young people are living with HIV/AIDS.