Doing the right thing

Jeans maker Levi Strauss will launch a new ad campaign in July called Go Forth that will feature the residents and workers of Braddock Pennsylvania, a small town in dire straits after decades of economic decline.  Levi Strauss executives plan to donate more than a million dollars over a two-year period to the town for several revitalization projects.  The ads feature real people (not actors or models) and communicate the value of blue-collar occupations many Americans don’t notice.  Levi’s also paid all Braddock citizens used in the ads.  The print and billboard ads will feature the headlines: “Ready to Work”, “Everybody’s Work is Equally Important”, and “We Are All Workers”.  There will also be video clips of the ads and an hourlong show featured on the Sundance and IFC cable channels.

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