M·A·C VIVA GLAM spokesperson Lady Gaga and Nicola Formichetti, Gaga’s stylist, premiered a short film directed by Ruth Hogben, which unveiled The Masterpiece that Nicola designed for Lady Gaga as part of the VIVA GLAM social awareness campaign.
The interactive movement on VIVAGLAM.COM leveraged the powerful voices of Gaga’s monsters and M·A·C 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 Nicola chose select images to incorporate in the design of The Masterpiece, a dress that Lady Gaga reveals in the film.
The film that debuted on VIVAGLAM.com was truly 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 $55 million for the M·A·C AIDS Fund over the past two years. In February 2011, Gaga set the goal of raising $250 million for the M·A·C 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 urges her little monsters and MAC fans to continue to help reach USD 250 million: “The M·A·C AIDS Fund has raised USD 224 million to date. Go out and buy a lipstick for your girlfriend, your boyfriend, your mom or your sister --- USD 26 million to go, little monsters!”
The film will can be viewed on VIVAGLAM.com and the M·A·C Facebook page.
ABOUT THE M·A·C AIDS FUND
The M·A·C AIDS Fund, the heart and soul of M·A·C Cosmetics, 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 organizations 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 organizations around the world that provide a wide range of services to people living with HIV/AIDS. To date, MAF has raised USD 224 million (U.S) exclusively through the sale of M·A·C’s VIVA GLAM Lipstick and Lipglass, donating 100 percent of the sale price to fight HIV/AIDS.