San Francisco-based Levi’s is breaking a youth-targeted fundraising campaign supporting Fight for Your Rights, an anti-discrimination campaign launched by New York City-based MTV last January.
The effort is part of Levi’s sponsorship of the Best New Artist category at this fall’s MTV Video Music Awards. Through Sept. 6, Levi’s will distribute all proceeds (up to $50,000) from sales of Superlow Jeans and 569 Loose Straight Jeans to Best New Artist nominees, who will make donations to Rights-related charities of their choice.
Levi’s will kick off the program Aug. 15 with a concert featuring Destiny’s Child at Macy’s in New York City. The trio will also star in Levi’s-funded public service announcements airing on MTV. In addition, the brand will host a gift-with-purchase offer for a free CD (with exclusive tracks) with $50 purchase. And an online sweeps at levi.com dangles a chance to meet the group at the awards show. San Francisco-based Cause Partners handles.
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