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Levis announces latest "Go Forth" Social Media Challenge

Earlier this month, the Levi's brand introduced the "Go Forth" social media challenge ' a digital engagement program celebrating modern day pioneers from around the globe. Launched exclusively through Facebook, the Levi's "Go Forth" engagement program taps into the power of the interconnected global community to spark change and create positive action.

Since the campaign launch, the Levi's Facebook fanbase has swelled to more than 7.2 million fans around the world. The Levi's brand aims to unite these fans to support people who are working to create a better tomorrow. By participating in simple online social challenges, fans can support pioneering individuals who are tackling the greatest challenges of our time.

This week the Levi's brand introduces its second "Go Forth" social media challenge in support of South African based Thanda.org and its inspiring young leader, Angela Larkan. AIDS is one of the most devastating realities of our world today, and is the single biggest social challenge facing young South Africans. HIV/AIDS has left millions of South African children orphaned, impoverished and without access to education.

Thanda.org's unique approach to fighting poverty and HIV/AIDS is about developing sustainable solutions to ongoing issues in rural Africa. Through local capacity building and collaboration, Thanda.org empowers people to become problem solvers in their own communities, so they can help one another not only to survive, but to thrive.

For this challenge, the Levi's brand will harness the power of one of today's most influential social media platforms ' Twitter. Through the simple act of tweeting, people can pledge their support for Angela and Thanda.org while encouraging their friends around the world to do the same. Angela Larkan and Thanda.org's inspiring story will also be featured on the Levi's Facebook page.

The Levi's brand's goal is to increase awareness of Thanda.org and encourage fans to Tweet their support of this vital organization. The community's Tweets will ultimately help feed and educate 145 children in South Africa orphaned by AIDS. Here is a sample Tweet to share with followers and friends: "One Tweet will help feed & educate 145 children in South Africa orphaned by AIDS. RT now to help @LEVIS support @AngelaLarkan #GoForth."

"Our "Go Forth' digital engagement program recognizes people around the globe ' like Angela Larkan ' who are committed to transforming their communities and making a real difference in the lives of the people they serve," said Becca Van Dyck, global chief marketing officer of the Levi's brand. "We hope to inspire people to join us in supporting the important work of Angela, Thanda.org and modern day pioneers throughout the world."

Angela Larkan, founder of Thanda.org says, "The future of South Africa will be created by the next generation and right now, our future doctors, leaders, lawyers, and parents are fighting a battle alone against poverty and AIDS. We have a responsibility to help them, and with the Levi's brand encouraging support of Thanda.org, everyone can be part of the solution."

Supporting Thanda.org is a natural extension of the Levi's brand's long-standing commitment to fighting the HIV/AIDS pandemic. In 1982, Levi Strauss & Co. started a grass-roots educational effort that would quickly evolve into the first major corporate HIV/AIDS prevention initiative. In addition to extending comprehensive HIV/AIDS treatment and care to all its employees and their families worldwide, the brand has committed to extensive strategic collaboration in many markets around the world. In South Africa, through the innovative Red for Life campaign, the Levi's brand created partnerships with local NGOs and community stakeholders to provide mobile units that deliver free and easy access to voluntary counseling and testing. Since its inception, more than 500,000 people in South Africa have been tested through this program.

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