Levi's: an ad campaign that aims to be supportive

What? We're talking about Levi's here... and you think, no, seriously, organic lingerie, ethical fashion with a fashion giant that only has one model in organic cotton (well, at least they have one, Diesel for example, they don't have any).

But I have to say, Levi's is making a strong move, an awesome ad, and with the possibility of doing a good deed, without having to buy a pair of jeans.

What is the good deed? It's helping Water.org, which has Matt Damon as its patron (the actor from Will Hunting - to each their own references) on the brand's Facebook page, by reaching 100,000 pledges to provide water to 8,000 people. Water.org is present in 8 countries (Bangladesh, Haiti, India, Honduras, Ethiopia, Ghana, Kenya, Uganda) and the main goal is access to drinking water. When we know that in these countries, malaria and others are still very present, we want to support this campaign...

The ad in question:

However, the action is good, indeed, being able to help others, and yes, we have a heart, it's cool I would say, but jeans are far from being ultra fun (says the girl who only wears them).

Here we have never talked about the big problem with jeans, which is sandblasting, which is basically a technique that involves projecting sand onto jeans to give them the trendy "vintage" effect (= faded). But it is very dangerous because workers are exposed to alveolar crystalline silica released during sandblasting. In Turkey (a pioneer in jeans manufacturing) there have been 47 deaths, all from lung diseases. The risk is that many workers are potentially affected.

So Levi's has decided not to practice sandblasting on their jeans anymore. We wonder why it took so long to stop sandblasting and faded jeans, well, it's not mandatory, even if I know that's what is most common among jeans manufacturers.

The solution, organic...

All this to say, Levi's is running a campaign that wants to mobilize people to raise funds for water. But with a slightly more ethical manufacturing, more jeans made of organic cotton, then yes, we would have given a big bravo...

An opinion?