BRIEF

Including and support people from all backgrounds while emphasising on sustainable efforts and rebranding Levi’s as an ethical global fashion brand

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Objectives

• To raise brand awareness and be known as an ethical global fashion brand

• To remarket and be seen as a brand that is inclusive to all ages, gender identities, religions and races, eventually reaching new demographics

• To build conversation on social media and be more active through content

• To be seen as responsible and diverse, and advance the brand's SDG agenda

SDG AGENDA

Goal 10 which shines light on reducing inequalities calls for action on the exercise of economic inclusion irrespective of one's background (Sustainable Development Goals Fund, 2021).

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By not only embracing, but also endorsing, Levi Strauss & Co. will be recognised as a fashion brand that practices policies which promote equality in all spheres - political, social and economic (Global Goals, 2019). As per the 2030 goals set by United Nations (2021) under the SDG 10 (Reduced Inequalities), inclusion of all genders, race, ethnicities, abilities, religions should be promoted amongst all sectors.

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A way Levi's can work on reducing inequalities is by regulating and monitoring the implementation of regulations, policies and laws that eliminate discrimination and include more targeted groups in its workplaces, social media posts and advertisements.

RESEARCH

Netnography

 Inclusivity to a lot of social media users means a lot of different things -but a common pattern that was seen is that the hashtag has been used by individuals who go through social injustices on a daily basis. They find that talking about their experience on social media is empowering and forms unity between those that go through the same. Many even shone light on how not being inclusive can negatively affect one's mental health.

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Online Survey

20 respondents include those from many diverse nationalities (Indian, Pakistani, Emirati, Portuguese) to not have a biased view on a strong and sensitive topic like this. More than half of the participants were aware of the term inclusive and what it meant. When questioned about social consciousness, 19 of them voiced that the fashion industry is not inclusive enough or just yet and if they are, it is just to carry the label. Two of the respondents also mentioned that the reason why these apparel brands are not inclusive is because they are trying to fit into the societal standards of what is beautiful and what is not.

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Academic Literature

• Most academic literature about "inclusion" concerns altering educational systems to benefit the requirements of all students - the ones with special needs and the ones without (Burstein et. al, 2004; Thomas, 1997).

• However, Stubbs (2008) has pointed out that targeting schools is a necessary start when it comes to being inclusive - from encouraging local languages to be spoken and creating inaccessible environments to holding negative stereotypes towards gender identities by teachers.

• One study by Ali and Son (2007) enunciated that 'inclusive growth' also covers economic opportunities for the ones who are usually constrained.

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In Today's Headlines

Out of 60 articles about fashion and inclusion, merely 24 articles expressed that the industry is moving forward while a whopping 36 suggested otherwise.

• Inclusivity seems to be a 'hot topic' (WWD, 2020)

• Brands are creating inclusive digital models instead of leading with real people that struggle with the system (WWD, 2020).

• Fashion schools include plus-size 3D models for students to get adapted to inclusivity from the start (Refinery 29, 2020).

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Brand Research

• Previous campaigns include corporate social responsibility point of view, examples 'Go Forth' (2015), 'Launderette' (1985) and 'Live Unbuttoned' (2008).

• SDG’s covered - SDG 3 (Good Health & Wellbeing), SDG 6 (Clean Water & Sanitation), SDG 8 (Decent Work & Economic Growth)

• Title for ‘Best Denim in the World’ as of 2021.

• In 2017, Levi’s released a YouTube ad, called 'Circles' to get viewers to think about inclusion and how diversity and beauty lies in one's distinctiveness (Susanto, 2019).

• In May 2020, Levi's participated in the Black Lives Matter movement; hiring workforce and funded $7.3 million to fight racial injustice over the past 10 years (Amalia et. al, 2020).

THE IDEA

Diversity and difference; inclusivity and inclusivity and quality – they are more than just boxes to fill out, more than a trend to behold and most certainly, a fashion-forward label to carry around. It is a need.

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Spearheaded to create real change and construct a space to celebrate and elevate all genders and religions, sizes and sexualities, ethnicities and abilities, the #DifferentTogether is a concept hat is set to shatter stereotypes and remind the world that Levi's is for anyone and everyone.

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Representing Levi's Strauss & Co. for what it truly believes in - empathy, originality, integrity and courage - the campaign is aimed at embracing a common culture of reveling every individual's differences.

MEDIA CHOSEN

• YouTube Ad

An earthy and vivid 30-second take on YouTube will start off with a pair of their most popular jeans, the Levi's 501 jeans and how people like to dress themselves up except it will go on to show that the jeans are being worn by every type of person from different backgrounds and beliefs. This will portray that Levi's is made for everyone and as an inclusive brand we do not set beauty standards - everyone is beautiful and everyone deserves a pair.

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• Billboard Ad

The billboard ads will be located in city centers, where traffic seems to beam and is busy most days. The board however, will have a short yet cut-the-chase message that delivers the message of the campaign in just a single read. Maintaining consistency, the billboard advertisement will feature models from various backgrounds - who are hijabis, members of the black community and queer posing with the same pair of jeans (Levi's 501) styled in various different ways.

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The advertisement will read:

Jeans that loves and celebrates everybody. #DifferentTogether

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• TikTok Ads

Unlike the YouTube advertisement, this advertisement will go on for about 20-seconds and will familiarise the audience who are mainly young users on the platform, with the hashtag. The advertisement will include transitions which is a pretty popular concept on the application. Not only will it keep the viewers enticed but also educate them about the campaign idea.