Levi Strauss is using an army of mannequins to take a stand in support of gay marriage.
It is part of the White Knot program that encourages people to demonstrate theirsolidarity with marriage equality by wearing a small piece of knottedwhite ribbon.
Levi's has begun outfitting its mannequins in white to demonstrate its support for gay marriage.
This is not Levi's first cause-related promotion, nor is it the company's first attempt to reach out to the gay community and acknowledge them as a target market for the brand.
You may remember last year, when Levi's created one of its famous sexually charged ads--edited to both a heterosexual and homosexual audience (see the two versions below).
Additionally, Levi's was the first Fortune 500 company to offer health benefits to "domestic partners of unmarried employees." Late last year, Levi's gave $25,000 to the coalition leading the fight against California' Prop 8, and its chairman emeritus gave $100,000.
In other cause-related programs, the company's "501 Day" let employees take off the day from work to volunteer with nonprofit organizations in their communities. Levi's then gave cash grants to the organizations that their employees endorsed.
