In 25 years, MAC’s VIVA GLAM foundation raised over $500 million to support men, women and children living with and affected by HIV/AIDS.

Around the world, each market was responsible for driving authentic and locally-relevant storytelling to celebrate the occasion and spread awareness of the cause.

Responsible for all earned media in South Africa, I hosted an event tailored to unique local audiences and the HIV/AIDS situation in the country. The concept was a curated exhibition to showcase the fund’s 25-year story and achievements in an interactive, memorable and meaningful way and to inspire guests to share the messaging through their own social channels.

The event was praised as being on-brand and entertaining, while delivering a clear message. It helped gain exposure for the cause in some of the country’s largest news publications and received dedicated coverage on the county’s largest public-service TV channel that reaches 91% of the population.