Back in 1994, trendsetting make-up company M∙A∙C announced that all sales from its popular M∙A∙C VIVA GLAM Lipstick would be donated to a M∙A∙C AIDS Fund, and that it would be renamed the M∙A∙C VIVA GLAM Fund. Since then, M∙A∙C has continued to focus its charitable efforts on HIV/AIDS, and the Fund has given 9,713 grants given to 1,818 organizations, supporting programs in 92 countries, over $500 million raised for good and 19 million lives changed each year. In just the past year, M∙A∙C VIVA GLAM has accomplished, among other things: 21 million clean needles distributed, 7 million meals served, 2 million pregnant women tested for HIV.
2019 marks the 25th anniversary of VIVA GLAM, and with it, the desire forM∙A∙C to regain its role as a pioneer of change. With help from award-winning creative studio, RoAndCo, the brand sought to create an anniversary social campaign that would connect honestly with people emotionally, especially a younger generation who quickly sees through inauthentic storytelling. “At RoAndCo, we love to work with brands that raise human consciousness and realize 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,” says agency Creative Director and Founder, Roanne Adams.
RoAndCo, in turn, engaged director Bardia Zeinali from the beginning, during the concept stage, as Bardia’s style of authenticity and social-first approach, allowed M∙A∙C to tell the VIVA GLAM story using optimism to tell serious stories in a positive light. The campaign, a year-long social series, features 18 change-makers who will weigh-in on health, rights and self-expression, by tackling topics surrounding HIV + AIDS, LGBTQ+ and Women + Girls. Launching globally on Instagram, Instagram Stories and the cosmetics company’s own website, the campaign will continue throughout the year, devoting every Friday to evolving the conversation and bring awareness to the causes VIVA GLAM supports.
Comments Rebecca Angus Smith, Managing Director, RoAndCo: “Brands that say they empower people is no longer enough — action with the intention of actually helping people live better and 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.”
Adds John Demsey, Chairman of the M∙A∙C AIDS FUND & Executive Group President, The Estée Lauder Companies: “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.”