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Pushing the Boundaries at the HIV/AIDS Frontier

Levi Strauss & Co. brings a persistent, disciplined, and courageous approach to the ultimate eradication of the HIV/AIDS epidemic, which to us is anything but forgotten.

We were there from the beginning. In 1982, Levi Strauss & Co. employees and executives together started a grass-roots educational effort that would quickly evolve into the first major corporate response to HIV/AIDS. Since then, we’ve been at the cutting edge of HIV/AIDS education, policy change and consumer education. From innovative employee initiatives to our “ Levi’s® “Red for Life” campaign, which used our Levi’s® brand to educate consumers in South Africa, we continuously refine our overall strategy with creative, groundbreaking tactics that reach each generation anew.

Today, we are extending comprehensive HIV/AIDS treatment and care—including access to antiretroviral medication, counseling, preventive care, and education—to all Levi Strauss & Co. employees and their families worldwide. We’re “closing the loop” by supporting workplace programs for workers and supply chain partners in the countries touched by our business. And, in our tradition of taking controversial stances on frontier issues, we’re supporting needle exchange programs, as well as innovative education initiatives that combat HIV/AIDS stigma.

HIV/AIDS is a long-term challenge that requires sustained responsibility. As a new generation begins to view HIV/AIDS as a chronic, manageable disease, it becomes imperative for us to remind the world that it remains a widespread health catastrophe. Leveraging the power of our iconic brands, Levi Strauss & Co. is setting expectations for global HIV/AIDS responsibility that we encourage our communities, customers, and competitors to embrace and uphold.