South African pop-culture icons have joined the Treatment Action Campaign (TAC) and jeans manufacturer Levi Strauss in a campaign to limit the spread of HIV/Aids among youth.
Details of the Red for Life campaign were released on Thursday, with the TAC’s Zackie Achmat citing Levi’s fair labour practices as a reason for the Aids lobby group partnering a commercial firm for the first time.
”What we want to see from all corporates … is fair labour practices, an ethical approach… a progressive approach” in dealing with unions and the HIV question, said Achmat.
He said all money raised by the campaign’s first event, the Rage for the Revolution concert on February 12, will go towards treatment of HIV-positive people.
Currently the TAC has enough funds to provide 100 people with anti-retrovirals for three years, with another 1 000 waiting.
Achmat said while the TAC has enormous support among black youth, this is not so among coloured and white youth, and the concert is hoped to increase awareness among all youth.
He said with youth infection rates increasing and every high school in South Africa having at least one pupil with HIV, it is important to stress all forms of prevention, including a ”condoms everywhere” drive.
Mike Joubert, managing director of Levi Strauss South Africa, said the company will play a much more public role in promoting HIV awareness.
Joubert said the company hopes to raise at least R1-million during the year through a variety of events.
Asked if the company is motivated by the marketing advantages of cottoning on to the Aids pandemic, Joubert said Levi’s is ”unashamedly” using the brand to break through to the youth and help spread a message of safe sex. He called this ”branded philanthropy”.
Meanwhile, MCs Ready D and Mr Fat, of Brasse vannie Kaap fame, spoke on breaking down stereotypes and the power of music and rhymes to help spread a positive message.
”We have to tap into the psychology and the dialect of the youth,” said Ready D, arguing that ordinary laaities (youngsters) want to hear the anti-HIV message in their own language.
Among the all-South African bands appearing at next month’s concert are the Springbok Nude Girls, Karen Zoid, Fokofpolisiekar, Godessa, Nine and the African Dope Sound System. — Sapa