Client: M•A•C | Mother NY
The M·A·C AIDS Fund and Lady Gaga team up for the the latest VIVA GLAM campaign, now in it’s 18th year. The campaign focuses on self-empowerment and encourages everyone to take control of the HIV/AIDS risk in their lives by using condoms, getting regularly tested, combating stigma and advocating for change through awareness.
Site visitors were encouraged to join the cause, submit a photo, and share facts about AIDS and the M·A·C AIDS Fund through a variety of outlets, from social media (Facebook and Twitter) to personal (email, custom urls).
The use of “Glam Points” was used to track the out-pouring of user support, as well as promote a healthy sense of competition, further driving awareness. Sharing a link earned a point for every follower or friend the user has. All of the campaign activity was browsable via an interactive data visualization that allowed users to view progress over the course of the campaign, sort by location or top contributors.
Ultimately, the Glam Points were tallied and produced top contributors. Their uploaded likenesses will be incorporated in a gown designed exclusively for Lady Gaga by her fashion director, Nikola, and unveiled at Fashion Week, Paris.