South Africa: Get Your Jeans and AIDS Test Down at the Mall

Under its Red for Life HIV campaign, Levi Strauss SA has partnered with the nongovernmental organization New Start and media outlets to promote HIV testing for youth in South Africa. The "Work it Out for Yourself" initiative will sponsor mobile HIV testing units in places where young people congregate, such as shopping malls, university campuses and townships.

"Levi's is the number one cool brand for young people. For Levi's to associate its most valuable asset, its brand, with HIV testing is a great opportunity to reach the group we most need to," said Scott Billy, a technical adviser for New Start, which offers testing and counseling to young adults. "Levi's target consumer -- 15- to 25-year-olds -- exactly coincides with the age group that is the greatest contributor to new infections in South Africa."

An estimated 5.5 million South Africans are living with HIV. Despite the country's high prevalence, less than a quarter of people ages 15-24 have been tested for the virus, said New Start.

Between Oct. 14 and World AIDS Day on Dec. 1, Levi's will work with New Start, SABC1, 5fm, and Metro FM to encourage young people to get tested for HIV at sites in Durban, Johannesburg and Cape Town. Levi's and New Start said the goal is to make testing "a normal part of a healthy, sexually active lifestyle," noting that many young people find getting tested at a clinic frightening and intrusive.

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