Making and Breaking Social Class Distinctions

Though Levi’s Go Forth Campaign has often been one of controversy, it has also been one of empowerment.  This campaign, set in Braddock, PA, shows a blue-collar town struggling to reinvent themselves after the recent economic downfall.  In July of 2010, Levi’s, with the help of Wieden+Kennedy launched the Go Forth ‘Ready to Work” Campaign with such slogans as “Everybody’s Work is Equally Important.” Levi’s goal was to showcase real people doing real work in order to grab the attention of “the real American worker.”

The advertisements above show that advertising can bring together many social classes through the targeting of just one.  Here we see a diverse group portrayed as hard-working, determined individuals.  This campaign depicts the working class in an uplifting way by bringing up the point that all work is valuable. “Everybody’s Work is Equally Important” was the perfect slogan to move this campaign towards a more socially responsible way of advertising.  Rather than focusing on the struggling town of Braddock, PA, Levi’s and Widden+Kennedy focused on the idea of equality within social classes as well the work force. It would have been very easy for Levi’s to construct an advertising campaign like they have in the past with the shirtless models shown at swanky parties, etc.  Instead, they chose to target a different group, who in a way is more relatable to the everyday consumer.  They were able to bring their roots back to the American pioneer, the hard worker, and the equally important individual.

Advertising targeted at a specific social class has the ability to be extremely effective.  By tapping into the groups shared values, beliefs, and distinctions, you are able to gain a sense of understanding and persuasion among the members.  This theory backs up the idea that as a society, it seems as through we want what those around us, or those with whom we relate, have.  Go Forth promoted this by displaying a more localized campaign focusing on the empowered worker with similar life experiences.  Individuals belonging to specific social classes are likely to be influenced by members within their own class, however this Go Forth campaign has the ability to cross boundaries into other social classes.  Not only will this ad campaign influence how the working class views Levi’s, but may also influence how the Upper, Middle and Lower classes do so.  Seeing a campaign directed towards a hard working way of life may motivate and inspire workers everywhere to make a change.  Persuasion is a powerful tool, and although this ad is not directed at necessarily persuading individuals, it has the power to encourage others to notice that no matter what you do, it is important, and has the ability to impact something far greater than yourself. With a mantra like this, Levi’s has a great chance of bringing their classic collection not only to those in the middle or working class, but to everyone whom can relate to the idea that hard work matters and hard work pays off.

Now Go Forth, continue this idea and break the barriers….for “Everybody’s Work is Equally Important.”