LEVI STRAUSS SCOOPS ANOTHER AWARD

Levi Strauss & Co. has scooped another award in recognition of the company’s commitment to tackling the HIV/Aids pandemic.  The Levi’s®  team picked up the prestigious "Richard C. Holbrooke Award for Business Leadership" at the GBC Business Excellence Awards Dinner in Washington, D.C. on the 24^th of June, 2009.  Here the Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria honoured eight standard-setting companies for a range of innovative programmes aimed at helping fill the growing gaps in government and multilateral funding against deadly global diseases.

 

LS&Co. was honoured for its ongoing involvement in the fight against HIV/Aids, an issue that has been close to the company’s heart for almost three decades.  Globally Levi Strauss has led the way, extending comprehensive HIV/Aids treatment and care to all its employees and their families.  Implementing a strategy that involves engaging numerous partners around the world, Levi Strauss has made a massive impact globally, contributing more than $40 million to NGOs that promote HIV/AIDS prevention and care programs.

 

One programme that has been very successful locally – and contributed to Levi Strauss & Co.’s recognition for being an active campaigner against HIV/Aids – is Levi Strauss South Africa’s innovative Red for Life campaign.  Here the company has created partnerships with local NGOs and community stakeholders, co-branded mobile units that tour the country and given people in need the opportunity to access voluntary counselling and testing.  In a country like South Africa, where access to reputable medical facilities is often difficult, it has been a remarkable success, with over 100 000 people having been tested through the programme since inception.

 

Debbie Gebhardt, Marketing Director for Levi Strauss South Africa is delighted by the news of the award.  “We created the Red for Life campaign to make a meaningful difference to peoples’ lives,” she says.  “Our contribution to winning this award means that we’re doing it right, and we’re meeting our objectives.  Awards of this nature mean a lot to us, not because we need the bragging rights, but because it endorses our initiative.  We will continue to make an impact where we can, tackling the HIV/Aids pandemic by leveraging the expertise of our partners and the power of our brand.  With focused efforts and a passion for making a difference together, we believe that HIV/Aids can be beaten.”