Levi’s – “Go Forth To Work” A Film About Braddock, Pennsylvania | Video

By - July 6th, 2010

Levis   Go Forth To Work A Film About Braddock, Pennsylvania | Video

The plight of American Rust Belt is obvious in places like Braddock, Pennsylvania. A former hub of America’s industrial might, the steel township just outside of Pittsburgh suffered immense decline as U.S. steel and manufacturing industries collapsed. Subsequent drug-crime epidemic and economic downturns hasten its degeneration in recent years.

To combat the demise of a community, Braddock’s mayor, John Fetterman, is leading a very public battle against the dire conditions of his beloved city. Working along side with him is Levi Strauss & Co., which highlights the city and its people for the new Go Forth, Ready To Work campaign through films and printed matters. A short film directed by John Hilcoat, known for features such as The Road and the popular Red Dead Redemption video game, there were no pampered actors or trained thespians. Instead, each and everyone were residents of Braddock. The campaign also involves outdoor billboard and signage, all documented by photographer Melodie McDaniel on location with citizens of Braddock. For its part, Levi’s will donate over $1 million dollars in the next 2 years to refurbish the much-needed community center and other essential elements. Still, the battle is far from over. To find out how you can contribute, join the upcoming Levi’s Workshop, a community forum, at a location near you. So roll-up your sleeves, join in on the good fight and go forth!

2 comments
Todd Neitring
Todd Neitring

I left a message with a link to an article on The Awl describing what a crock this ad is and how Levi Strauss has the gall to paint their company as so American working class while they have most of their jeans made in China. But it mysteriously got taken down. Not like Freshness is just another corporate shill masquerading as a lifestyle blog or anything.

SheaSchroeder
SheaSchroeder

That is because it isn't crock. This girl is me. I was there. And believe me it was very real. I got to eat dinner every night during this campaign. That's not something that happened the whole time I lived in Braddock except for that week.