Levi's Launches Campaign for Harvey Milk High School
Razorfish and Other Partners Back Effort to Raise $500,000
Levi Strauss & Co. is launching the "Give Them Hope Now" campaign today to raise $500,000 for the Hetrick-Martin Institute, a nonprofit organization that supports Harvey Milk High School. The New York school is dedicated to helping lesbian, gay, bisexual, transgender and questioning students.
"Levi Strauss & Co. believes deeply in the importance of equality, social justice, community involvement and corporate citizenship, and has a rich history of standing up for the rights of the LGBTQ community," says Robert Hanson, president of Levi Strauss Americas. "The Hetrick-Martin Institute, home of the Harvey Milk High School, is positively contributing to the lives of many LGBTQ teenagers, and we are proud to do our part to help raise money and awareness for this important cause."
Levi's worked with a number of partners on the campaign. Its digital agency of record, Razorfish, created the campaign's website, www.givethemhopenow.org. It also developed a digital effort -- with banner ads, e-mail outreach, social media and community outreach through Facebook and Twitter, pre-roll video and editorial coverage -- and it reached out to online publishers that have worked with Levi's, including AOL, Glam, Hulu, MSN and Yahoo
"We've put together a very impactful social media outreach strategy. We'll be reaching out to bloggers and like-minded organizations and people in the LGBT community," says Rob Toledo, senior account director, Razorfish, Seattle. "[The program] literally saves lives. These kids are in crisis; they've been kicked out of their homes. They have no one else to turn to.
"When you compare it to other schools, this school is highly successful," he adds, citing the school's almost 90% graduation rate.
In addition, Regent Media, owner of Out magazine and The Advocate, has given online and print media space, and photographers Jenny Gage and Tom Betterton have donated their services. The effort will include monthly fundraisers sponsored and hosted by celebrities, including Lance Black, the Oscar-winning screenwriter of "Milk."
The campaign is set to run through November or until all the funds are raised.
"We were really excited when Levi's came to us with this project," Mr. Toledo says. "This is relatively new for Levi's and for my team. We've seen a lot of great examples of using social media for raising funds for great causes. We'll actively keep the content fresh and new, and see that we give them the most up-to-date information about the campaign."
LGBTQ issues have long been important to Levi Strauss. In the early 1980s, the company began promoting HIV/AIDS awareness and education. Standing by its commitment to progressive employment policies and practices, it became the first Fortune 500 company to extend full medical benefits to domestic partners of employees in 1992. More recently, it was the only California company to file an amicus brief with the California Supreme Court in support of same-sex marriage and was co-chair of the Business Council for No on Proposition 8.
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I think you may have a very common problem these days: that is, mistaking true tolerance for acceptance and celebration. Try doing a study of those words and see if that helps. :)
More frightening are Angelas' read trades like Ad Age in an industry that sets image for our culture.
Most frightening, and they vote
WHATEVER!!!!!!
To anyone that's of the medical opinion of homosexuality being wrong, keep puttin' it out there.
To anyone who thinks homosexuality is wrong because of the obvious stunting it presents to procreation, keep on puttin' it out there. (I'm sure the artificial impregnating folks will wanna take a stab at this. Oh, and probably the over population of the earth people too.)
And to all my Bros and Sis in the Lord Jesus Christ, keep puttin' that Biblical truth out there regardless of what comes your way.
Holla
Let's get this straight. This is Levi's money that they are using for this, and they have every right to do with it as they wish. I do stand by my opinion, however, which is that there are better uses for money than this.
You pro-gay people posting on this article have shown your true colors - there truly is no room for anyone who thinks differently in your world. You are not even able to disagree with my opinion without resorting to name calling and other nonsense. I think it's such a shame, because if we can't differ in our opinions, it's too much like thought control to me.
Angela in Texas does make a good point. This isn't 1974 (or even 1994) anymore. Throughout the country--and thanks to media portrayals and media pressure--kids are finding it easier to be themselves, especially in certain demographics. Even in the South. Even in the Midwest.
THAT said, keep in mind that while acceptance of gay lifestyles may be on the rise throughout the country in certain income brackets, it isn't the norm in ALL walks of life. The lower down the economic ladder one goes, the less education, the more likely these kids will be mocked, ostracized, beaten up, etc. (Of course, the type of religion practices plays a role as well.) Even in New York City, there are plenty of neighborhoods, schools, etc., where coming out--for the boys in particular--would be akin to hanging a sign on your back that says "Beat Me."
--Ken Wheaton
I called you a bigot because you said my being gay will bring me sorrow, pain and disease when you probably don't know very much about homosexuality and made this cross-the-board generalization probably based on no experience of your own. I am happy you've been to NYC, but I live here. Yes, kids, still get beat up, abused and "gay-bashed" even in this city. And you're right, there "is no room for someone who thinks differently. There has been a shift. There is NO MORE TOLERANCE of intolerance. There are no more apologies for this "lifestyle choice."
Even if I were to find someone's opinion repugnant, I still firmly believe in their constitutional right to express it. ACTING on that opinion in the form or bullying, threatening, or abuse is illegal. Your free speech and especially your THOUGHTS are still protected and that right should always be supported and encouraged, even when the opinions differ wildly from your own.
The best example of this tolerance put into action is the ACLU. They have defended the rights of some truly heinous characters in the name of upholding our civil liberties. They are proof that we do not all have to agree or even get along as long as we support each other's constitutionally protected rights as Americans - be that the gay student or the opponent of a school for gay students.
IN ADDITION:
As a private enterprise, Ad Age can moderate & delete comments that its editor disagrees with as much as it wishes. However, I would hope that such an OPINION-based medium would be open to all comments and feedback and not attempt to censor them, especially since I personally have seen much more heated "flame wars" following many other completely non-related articles.
Tread softly, Ad Age. This conduit for supposed free expression becomes meaningless if you attempt to suppress the very opinions on which your entire industry is based.
p.s don't you think that people in the lgbtq community are abused? aren't there gay kids who starve all over the world, do your research.
Love and peace
LUIS