• May 7, 2009

Levi's has launched a campaign, "Give Them Hope Now," in support of the non-profit Hetrick-Martin Institute, home of the Harvey Milk High School.

The goal of the motivational campaign is to help HMI raise $500,000 for their Liquidity Reserve Fund, which will fund HMI's work within the lesbian, gay, bisexual, transgender and questioning youth community. The campaign runs through November 2009 or until the $500,000 fundraising goal is met.

The "Give Them Hope Now" campaign features HMI board members, students and alumni of Hetrick-Martin and Harvey Milk HS and celebrities. The campaign's interactive Web site, www.givethemhopenow.org, also features personal stories from students, alumni, celebrities and board members; a link encouraging visitors to make donations to the HMI Liquidity Reserve Fund; updates on the campaign's fundraising progress; and suggestions on other ways to get involved with the cause.

The campaign includes a consumer awareness program featuring digital banner ads, public relations, and social and community outreach on Facebook and Twitter.--Tanya Irwin