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, we set a standard for global HIV/AIDS corporate responsibility and we encourage other companies, the apparel industry, communities, customers and competitors to do the same.
In 1982, we were one of the first companies to take action in the fight against HIV/AIDS. Nearly 30 years later, we are proud that we have maintained a persistent, disciplined and courageous approach to the ultimate eradication of the pandemic. Our goal has been to take early leadership positions and establish best practices that we can share with other companies and organizations around the world. See a timeline of our response to fighting HIV/AIDS.
Prevention, Education, Treatment and Care for Employees and their Families
In 2006, we made a Clinton Global Initiative commitment to revitalize and expand our employee HIV/AIDS workplace policies, education and benefits. We hope to lead through our action by offering an HIV/AIDS treatment and care model that other global apparel companies will replicate or adopt.
Our HIV/AIDS program provides innovative and interactive in-person and online prevention education, while striving to improve access to voluntary and confidential HIV testing, treatment and care. Itis designed to reach all of our employees and their families in more than 40 countries, ensuring access to HIV/AIDS prevention, education, comprehensive treatment (through a global system for case management) and reimbursement for HIV/AIDS services. The program website provides valuable information about benefits, and an interactive HIV/AIDS education toolkit is available for employees without Internet access.
Leveraging the Power of Local Community Organizations
In 1983, the Levi Strauss Foundation became the first U.S. corporate foundation to address the HIV/AIDS epidemic. Since then, we have evolved our strategies, adapted lessons and pioneered new approaches to address the changing face of this global epidemic. Levi Strauss & Co. and the Levi Strauss Foundation have contributed some $45 million in grants to HIV/AIDS service organizations in more than 40 countries.
Through its grant partnerships, the Levi Strauss Foundation’s current efforts focus on eradicating discrimination against people living with HIV/AIDS and providing assistance to those who are most vulnerable to infection. The Levi Strauss Foundation supports policy advocacy, law reform and other efforts to ensure that people living with HIV/AIDS are treated with dignity and respect and have access to critical services. Learn more about the Levi Strauss Foundation’s work on HIV/AIDS.
Raising Consumer Awareness Through Levi’s ® Brand Marketing
By integrating HIV/AIDS into our global marketing strategies, we help educate consumers and put an emphasis on prevention. Most recently, the Levi’s® brand commemorated World AIDS Day 2009 by teaming up with emerging and established artists to encourage HIV/AIDS testing and prevention. The artwork was displayed in Levi’s® retail stores. In the United States, we partnered with renowned designer Stefan Sagmeister to create a provocative poster encouraging consumers to get tested and explore available HIV/AIDS resources. Elsewhere, we partnered with artists Matt Sewell, Mysterious Al, IHOK and Pinky in Europe, and with Yen Wei (Kokomoo) in China. Read a case study of our Red For Life campaign in South Africa.