In the full swing of its “We Are All Workers” campaign, launched this summer, Levi’s took up its much older initiative, Red for Life, and kicked off a series of concerts for women. The jeanswear brand teamed up with top female performers to launch Divas Rock, a concert tour across South Africa, aimed at raising awareness of HIV/AIDS and helping make positive changes in the communities through non-pressing education.

Why “Divas”? As Levi’s explains on its Facebook page, they wanted to invite young female artists, who “have taken the old definition of diva and turned it on its head” and prove that “no longer is she a self-obsessed prima donna, instead she is a visionary full to the brim of talent, original ideas, confidence, a conscience and charisma.” The idea of the project was to show the guests that the walls are falling down and everything is becoming more reachable and open, including celebrities. By their example, they want to demonstrate that it is not that hard to come up and start a conversation with others even on most delicate themes, including the key one of the event.

The first concert was arranged in Johannesburg on August 21 with the next one being slated for September 11. The event is free to enter, but those, who want to attend, are asked to register on the band’s Facebook page, because the number of tickets is limited. During one month, the artists, who are taking part in the campaign (Khethi, Miss H, Funa, Naima Mclean and That Girl are among them), are performing on the stage and talk about their music and importance of such projects backstage—the short interviews can be found on the brand’s channel on YouTube, and to date there are two videos.

The new project is also supported by VUZU.TV Channel.