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MAC advances AIDS cause

This article was originally published in The Rose Sheet

Executive Summary

MAC AIDS Fund grants $2.5 mil. to Nurturing Orphans for AIDS for Humanity (NOAH) and UNICEF South Africa to fund testing and treatment for pregnant women and strengthen community infrastructure to care for children orphaned by AIDS, according to Nov. 24 announcement. The $2.5 mil. was raised $14 at a time through customer purchases of Viva Glam lipglosses and lipsticks across 16 countries, the sum total of which went to the MAC AIDS Fund. According to Ngashi Ngongo, UNICEF chief of health in South Africa, the partnership between UNICEF and MAC will help reduce the number of new HIV infections in children, keep mothers alive and lessen the number of orphans. Grant will also allow provincial governments to incorporate HIV testing into existing immunization programs. In the context of its study on cause-related marketing and its effect on consumer choice, communications agency Cone listed MAC's Viva Glam program among the "most sustainable, innovative and well-communicated programs that can be credited with shaping cause as we know it today" (1"The Rose Sheet" Oct. 13, 2008, p. 5)

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