Levi’s “Go Forth” Puts a Face On America’s Struggling Workers

Levi’s “Go Forth” Puts a Face On America’s Struggling Workers

An integrated campaign showcases individual residents of the town of Braddock, PA - and their contributions to, and role within the town.

Paloma M. Vazquez
  • 8 july 2010

As we discussed last week, the latest incarnation of Levi‘s  ‘Go Forth’ campaign brings attention to the working class of Braddock PA using a concerted, integrated campaign that includes TV ads, digital/social media, and billboards with timely inspirational sayings like “Ready to work,” “Everybody’s work is equally important” and “We are all workers.” In addition to this mass media approach, Levi’s is also bringing attention to individual citizens featured within the ‘Go Forth’ ads.

The bios of 5 select cast members from the ‘Go Forth’ spot are available via W+K‘s online press site, while photos are also available on Levi’s Facebook page. We’ve highlighted one of these individuals’ biographies below, Dave Rosenstraus. Dave is the founder of Fossil Free Fuel (FFF), a company whose mission is to develop alternative fuel systems for customers in the Northeast regions of the United States:

Seven years ago, at the age of 22, Dave Rosenstraus completed his first conversion fuel system of a passenger car utilizing completely sustainable vegetable-based alternative fuel—and he has never looked back. In 2005, Dave co-founded Fossil Free Fuel (FFF), a company whose mission is to develop alternative fuel systems for diesel engines and supply customers with biofuels produced from recycled material for customers in the Northeast regions of the United States. Dave came to Braddock three years ago to help spark a sustainable, revitalization movement that would not only improve the condition of the town, but also serve as a model for communities across the country. To Dave, ‘Real work and success in revitalizing Braddock is about creating something tangible … and an end result that is created by a process everyone is comfortable with.’

We hope that Levi’s campaign (with a hint of social good) manages to benefit the people of Braddock in their effort to revitalize the town’s economy – and quality of life for its residents. Showcasing individual residents and their endeavors to revitalize a town is one way to make the ‘Go Forth’ mantra more relatable and human than showing free-spirited kids frolicking in their jeans.


[via W+K]


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