Hailey Bieber and Oge Egbuonu teamed up with activists, scholars, organizers and friends to create a powerful Public Service Announcement calling on all eligible voters to know their voting status, know their voting rights, register to vote and, come November 3rd, go to the polls and VOTE. 

Hailey, motivated by her recent conversations around voter education and voting rights, came to Levi’s® with the idea of creating a special PSA. One that would educate, encourage, and motivate the largest and most diverse generation in our country’s history—a group of 70 million young eligible voters—to talk about it, post about it and VOTE about it.

Oge, an emerging filmmaker and one of this era’s most prolific creatives, immediately started researching effective ways to create an embracing and engaging call to action — something that could dramatically tell the story around voting and social justice. Identifying the Harlem Renaissance as one of the most impact-full movements in American history, Oge thought about what the fight for social justice could look like outside of the traditional boundaries of organizing.

She asked herself, how do we create something just as fervent and far-reaching as the Harlem Renaissance? PSA’s are educational, but how do we make them profound? We are all in this collective space of relearning and re-educating, and the most powerful way to teach, and to inspire, she realized, is through art. To that end, Oge creatively brought this campaign to life by directing motion videos set to artist Jazmine Williams’ spoken word poem. 

Hailey and Oge called on activists, scholars, organizers and their friends to help them deliver a powerful message rooted in education and emotion. Included are researcher and educator Dr. Joy DeGruy, professor and civil leader Dr. Melina Abdullah, scholar and author Dr. Safiya Noble, actor and activist Brandon Flynn, activist Helen Jones, musician and activist Jaden Smith, filmmaker Jon M. Chu, student activist Kahlila Williams, musician Miguel, actor Ross Butler, Co-Founder of the Black Lives Matter Youth Vanguard Thandiwe Abdullah, attorney and CEO of IMPACT Strategies Angela Rye, poet Jazmine Williams, and actor Danny Trejo.

Everyone came together to collectively use their voices to educate and encourage everyone to VOTE. And ASL interpreter Rorri Burton was also brought on to make this PSA more inclusive and more accessible for all. Directed by Oge, this passionate and persuasive PSA also features the work of photographer Djeneba Aduayom, who carried out her vision of capturing each individual voice in the form of portrait photos. 

“I had a vision to put together a beautiful and powerful call to action to educate and inform the next generation of voters, and to me Levi’s® felt like the perfect team to partner with on this. Oge is an incredible force and she really helped me bring my idea to life. This election to me is the most important in my lifetime and I’m at the age now where I truly understand the impact my generation and the next has. My hope with this call to action is that it would encourage, educate and inspire this next generation to vote in November and to understand why it’s important.” ~ Hailey Bieber 

“Representative John Lewis said in his final published piece, “The vote is the most powerful nonviolent change agent you have in a democratic society.” Reading that hit me at my core because one’s voice is extremely powerful and necessary to reimagining a world that chooses equity and care over oppression and exploitation, and one way to utilize one’s voice is to vote. So on Tuesday, November 3, activate your voice, activate your vote…see you at the polls.” ~ Oge Egbuonu  

“Levi’s® has always been a driver of change, and it’s our responsibility to use our influence to promote voter education and voter engagement. Our democracy doesn’t work if we don’t participate. So as a company, we are supporting voting rights organizations and giving our employees Time to Vote. As a brand we are giving our platform to the voices of change, and we are so honored to have had the opportunity to work with Hailey and Oge, two incredible creators and thought partners, on this campaign. And the 17 brilliant and passionate thought leaders who helped us bring this to life in the most powerful and effective way  — Angela, Brandon, Danny, Dr. Joy, Dr. Safiya, Hailey, Helen, Jaden, Jazmine, Jon, Kahlila, Dr. Melina, Miguel, Oge, Rorri, Ross, and Thandiwe — thank you for using your voice to collectively create this powerful message, ensure inclusivity and inspire voter participation.” ~ Jennifer Sey, Levi’s® CMO

Levi’s® will continue the #UseYourVoice LIVE series as a platform for spreading voter education and increasing engagement, while helping to improve voter turnout by reducing obstacles and encouraging young people to take action. The series will feature activists, scholars, and organizers from the PSA, along with thought leaders from the 23 voting rights and engagement organization grantee partners that Levi Strauss & Co. (LS&Co.) and the Levi Strauss Foundation are donating a collective $2.6MM towards in 2020 (see list below). These efforts will work to remove barriers and improve access to the polls, mobilize voters in marginalized communities, and engage voters in the democratic process before, during, and after Election Day. The campaign does not advocate for candidates or political parties — we want to shift the conversation from people to principles.

In addition to encouraging all potential voters to VOTE on November 3, LS&Co. will give employees Time To Vote along with the other 600+ (and growing!) companies that are part of the movement that LS&Co. co-founded in 2018. Your vote is your voice — locally, statewide, and nationally — #VoteAboutIt.

Check out below some of the campaign and product images. You can shop for the VOTE collection online as well as in the Levi’s stores.

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