A Medicine for Melancholy
Levi's has launched an interesting project in Europe called Antidote (my apologies to my readers for whom this is older news - I realized I hadn't posted this article before). Levi's will provide support for youth grassroots "self-publishing" projects. Poetry Slams, "collaborative fashion exhibitions", small-scale local magazines, music/photography exhibitions - their intent is to support approximately forty such events across Europe in the first year.Helene Venge, who is the Digital Marketing Manager for Levi's in Europe, says:
"Youth reality today is defined by what you choose to believe, not what you are told to believe. This is one of the reasons indie or �amateur� publishing is at an all time high. Antidote�s content is driven by the views of cultural passion communities at a local level and shared across Europe in a way that only the Internet allows. It�s a dynamic, integrated program across three streams, ultimately coming together online. This means three different opportunities with which to reach our target audience where they are, in a way that is relevant for them."
"Levi's� Antidote is a living, growing snapshot of what people are thinking and doing across Europe. It's a collection of stories, images, sounds and movies in bite-sized chunks. With each chunk you can find out about the people behind it, and ways you can get involved in the program. We collaborate with many contributors to share their work here on the site and in a free quarterly print magazine, which is distributed in Levi's� stores across Europe. We collaborate with many contributors to share their work here on the site and in a free quarterly print magazine, which is distributed in Levi's� stores across Europe."
As you know, I'm fascinated by how young people (like my own four children) effortlessly extend their senses and identities beyond the boundaries earlier generations take for granted. I think what Levi's is doing here, supporting the exploration of these new spaces, is tremendously powerful. And pretty brave: they're not entirely in control here. I wonder when this effort will make it to North America? Or maybe somebody else will beat them to the punch?