Levi’s introduces Lunathi Mampofu in I Shape My World
This year, the Levi’s® I Shape My World campaign introduces Lunathi Mampofu and her story of strength and triumph. Lunathi is an actress, mother and founder of My Defense; a non-profit that’s goal is to teach women, youth, and children how to be aware of the world around them and understand that they too are capable of standing their ground through the self defence classes and workshops the initiative provides.
In the campaign, directed by Ying-Poi De Lacy, Lunathi opens up about her near death experience in the hopes that other women can feel empowered to not only share their own stories, but empower themselves through education and mentorship with programmes like My Defense. “I have been given the opportunity to change people’s lives and I get to do it with love and with passion while I am doing it,” says Lunathi.
On International Women’s Day this year Lunathi hosted an event at Levi’s® Haus of Stauss in Johannesburg to launch the 2022 I Shape My World campaign. Women were given the opportunity to participate in one of her workshops and connect with one another in a safe space.
I Shape My World is a program that was created by the late Meeta Bharvani, Levi’s® Marketing Director, in March 2017 in recognition of International Women’s Day and Women’s History Month. The goal of the program was to elevate women’s voices and promote the power of the female collective – when women tell their stories and claim their achievements, it inspires other women to do the same, which moves the collective forward.
The initiative grew to become a global campaign which transcends cultures, languages, and politics. It continues to resonate globally – and have an impact with consumers – because of the ubiquitous issue it is shining a light on.
I Shape My World is a direct extension of the values of the Levi’s® brand and personifies the concept of “using your voice” for positive change. The fact that one woman from India can spark a global movement within a corporation is an important story to tell.
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