MAC VIVA GLAM spokesperson Lady Gaga and Nicola Formichetti, Gaga’s stylist, premiered a short film (directed by Ruth Hogben) which unveiled The Masterpiece that Formichetti designed for Lady Gaga as part of the VIVA GLAM social awareness campaign.
The interactive movement on www.VIVAGLAM.COM leveraged the powerful voices of Gaga’s “monsters” and MAC fans to raise awareness of HIV/AIDS and ultimately support men, women and children affected by HIV/AIDS globally. Participants contributed self-portraits, shared information about HIV/AIDS and encouraged friends to “live with passion and love with protection” across their personal social networks.
Thousands of people participated and Formichetti chose select images to incorporate in the design of The Masterpiece, a dress that Lady Gaga reveals in the film.
The film (below), which can be viewed on www.VIVAGLAM.COM and the MAC Facebook page, is described as a collaborative project inspired by the fans, for the fans. Additionally, it celebrated the success of Lady Gaga’s VIVA GLAM campaign, which has helped to raise US$55 million for the MAC AIDS Fund over the past two years.
In February 2011, Gaga set the goal of raising US$250 million for the MAC AIDS Fund by the XIX International AIDS conference in July 2012.
As her time as a Viva Glam spokesperson comes to a close, Lady Gaga urged her little monsters and MAC fans to continue to help reach US$250 million: “The MAC AIDS Fund has raised US$224 million to date. Go out and buy a lipstick for your girlfriend, your boyfriend, your mom or your sister – US$26 million to go, little monsters!”.
ABOUT THE MAC AIDS FUND
The MAC AIDS Fund (MAF) was established in 1994 to support men, women and children affected by HIV/AIDS globally. MAF is a pioneer in HIV/AIDS funding, providing financial support to organisations working with underserved regions and populations. As the largest corporate non-pharmaceutical giver in the arena, MAF is committed to addressing the link between poverty and HIV/AIDS by supporting diverse organisations around the world that provide a wide range of services to people living with HIV/AIDS. To date, MAF has raised US$224 million exclusively through the sale of MAC’s VIVA GLAM Lipstick and Lipglass, donating 100% of the sale price to fight HIV/AIDS. For more information visit www.macaidsfund.org