Levi Strauss announces "A Time to Lead" initiative

NEW DELHI : Levi Strauss today announced its A Time to Lead programme, calling upon youth to join in the battle against the AIDS epidemic.

The apparel major has fixed 1 December - World Aids Day, for a music event to be held in New Delhi, during which youth will be called upon to take up the challenge and lead the quest in the Battle Against Aids. A music video that aims to reach a larger audience with this message through television will also be released on World Aids Day in New Delhi.

The music video project is being co-ordinated by Amit Saigal, the editor of Rock Street Journal. The music is composed by Orange Street and the video is being produced and directed by Indrajit Nattoji and Bindiya Murgai of Blink Pictures. Dr. Palash Sen, member of the home-grown band, Euphoria, has written the lyrics for the track.

The programme objective will be flagged off with a Peer Education Workshop that will reach out to 5000 young people, leading upto the World Aids Day on 1 December.

On 2 November, LSIL in association with Freedom Foundation, will host a daylong workshop, to create awareness on the subject. 72 young people - 51 from across the country and 21 from Bangalore will attend this workshop and will "Lead" the initiative amongst their peers back home to increase their understanding about HIV and AIDS. A majority of the participants are winners from a contest that was run by the Levi's brand.

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