2009 Platinum PR Awards: Cause-Related Marketing—MAC AIDS Fund & Weber Shandwick

MAC AIDS Fund

Despite its compelling accomplishments in 2008—like fighting HIV/AIDS in 57 countries with grants to 400+ organizations—the Estee Lauder-owned MAC AIDS Fund still found itself in the shadow of like-minded programs, including Project (RED) and Gates Foundation. To reestablish itself as a leader in HIV/AIDS philanthropy, the brand teamed up with Weber Shandwick to promote MAC AIDS Fund as the go-to in corporate philanthropy.

To launch the cause-marketing effort, the team commissioned an original global survey of public perceptions around HIV/AIDS, the results of which were used as a platform for media outreach. Plus, the execs got behind the Fund’s VIVA GLAM product line with celebrity-led behind-the-scenes tours for top-tier media.

All told, the initiative grabbed headlines in key media, including the FT’s South Africa special edition. What’s more, monthly sales of VIVA GLAM topped $1.3 million—a 25% increase. ■

Honorable Mentions:

Hard Rock International & Coyne PR: Imagine There’s No Hunger Campaign—Hard Rock’s campaign, launched in 2008 to benefit World Hunger Year, raised $896,000 and generated more than 230 million media impressions.

Chandler Chicco Agency & Coca-Cola: Diet Coke Spreads The Heart Truth about Women’s Heart Health—The Diet Coke brand’s initiative to raise awareness about women’s heart health garnered impressive media coverage and consumer exposure by engaging celebrity ambassadors and leveraging the “Heart Truth” Fashion Show event.

October 26, 2009