Levi’s funds drugs charity film

Levi-Strauss is the latest brand to take up cause-related marketing by backing the launch of an animated film to raise awareness of drug abuse among young people.

Levi-Strauss is the latest brand to take up cause-related marketing

by backing the launch of an animated film to raise awareness of drug

abuse among young people.



The jeans brand has given the charity Turning Point pounds 35,000 to

make a short film, Drugworld, which will be released in UK cinemas later

this summer.



The four-and-a-half-minute film attempts to convey both the negative and

positive aspects of drugs by taking viewers on a trip through a surreal

theme park seen through the eyes of two cartoon characters, Creamy and

Meatball.



It is the first time that Levi’s has taken part in an educational film

in the UK although it has supported UK charities, most notably in the

80s when it linked up with the Terrence Higgins Trust and the London

Lighthouse.



Drugworld is aimed at Levi’s core audience of 18- to 24-year-olds and

carries the words ’with support and enthusiasm from Levi’s’ at the end

of the film.



The company stressed that the project is part of the brand’s on-going

pounds 15m worldwide ’social investment’ and it is not expecting any

financial return.



Alan Christie, Levi’s European director of community affairs, said: ’We

are not using Drugworld as a ploy to sell more jeans. This is a world

away from our brand ads.’