M∙A∙C Cosmetics celebrates 25 years since the brand started its fight against HIV and AIDS with the launch of the iconic VIVA GLAM Lipstick.
M∙A∙C announced in 1994 that every cent of the selling price of M∙A∙C VIVA GLAM Lipstick would be donated to the M∙A∙C AIDS Fund, which will be renamed the M∙A∙C VIVA GLAM Fund.
Since then, M∙A∙C VIVA GLAM has surpassed expectations with 9,713 grants given to 1,818 organisations, funding for programs in 92 countries, over $500 million raised for good and 19 million lives changed each year. In just the last year, M∙A∙C VIVA GLAM accomplished so much: 21 million clean needles distributed, seven million meals served, two million pregnant women tested for HIV.
This year marks the 25th anniversary of VIVA GLAM, and with it, the need to reclaim its role as a pioneer of change. In true M∙A∙C form and with help from award-winning creative studio, RoAndCo, the brand sought to create a social campaign for the 25th anniversary that was far more authentic in order to connect with people emotionally, especially a younger generation who quickly sees through inauthentic storytelling.
Roanne Adams, Creative Director and Founder, RoAndCo said: “At RoAndCo, we love to work with brands that raise human consciousness and realise the potential they have to help the collective whole. We work with forward thinking brands that understand the only way to do things must be for the good of all.”
RoAndCo engaged director Bardia Zeinali from the beginning, during the campaign concepting, as Bardia’s style of authenticity, and his social-first approach, allowed M∙A∙C to tell the VIVA GLAM story using optimism to overcome fear and stigma and tell serious stories in a positive light.
The campaign, a year-long social series, will feature 18 change-makers from around the world who will begin a conversation on health, rights and self-expression, by boldly tackling topics surrounding HIV + AIDS, LGBTQ+ and Women + Girls.
Rebecca Angus Smith, Managing Director, RoAndCo said: “Brands that say they empower people is no longer enough – action with the intention of actually helping people live better & healthier lives is what M∙A∙C has been doing for 25 years through VIVA GLAM. A lot of beauty brands today represent diversity as skin deep – M∙A∙C wanted to go beyond that – and that’s why we do what we do for them. Our core values align with the purpose behind this campaign. We worked collectively, but our vision was singular: to use our creative talents to raise awareness about all that VIVA GLAM has done to save lives.”
John Demsey, Chairman of the M∙A∙C AIDS FUND & Executive Group President, The Estée Lauder Companies, added: “VIVA GLAM is truly the heart and soul of M·A·C Cosmetics and it all started with a lipstick and focused mission to end HIV/AIDS. This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talent and over $500 million raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world. Our 100% giving model is among the first in the world and allowed us to create change at a scale we never could have imagined.”
Launching globally on Instagram, Instagram Stories and online, the campaign will continue throughout the year, devoting every Friday to a takeover of M∙A∙C Cosmetics Instagram Stories to evolve the conversation and bring awareness to the causes VIVA GLAM supports.
RoAndCo also invited the global artist community, Heritage and New Partners (GLAAD, Planned Parenthood and Girls Inc.) and the world to join our spokespeople in the conversation and share their own stories.