Born Free teams up with fashion retailers for social cause

26 Apr '14

4 min read

The M·A·C AIDS Fund, the heart and soul of M·A·C Cosmetics and leading corporate funder of HIV/AIDS work, has pledged to match dollar for dollar all Born Free collection purchases and donations up to $500,000 to help end mother-to-child transmission of HIV through Born Free. Since 1994, the M·A·C AIDS Fund has donated more than $27 million to curb the spreadof HIV/AIDS in sub-Saharan Africa with a heightened focus on eliminating HIV among children where 90 percent of all new infections are due to mother-to-child transmission.

“We've seen incredible advances in HIV treatment, but to end the epidemic, we need to ensure all at-risk pregnant women are tested for HIV, and if they are positive, they receive HIV treatment so their babies can be born HIV free," said Nancy Mahon, global executive director, M·A·C AIDS Fund. “Thanks to the generous support of M·A·C VIVA GLAM customers and M·A·C artists worldwide, we’re able to support organizations like Born Free who are boldly working to address this crucial area of need. Through our matching donation of $500,000, we look forward to contributing to the success of Born Free and helping combat the spread of HIV/AIDS in Africa and beyond.”

Beginning this month, Born Free is also releasing its advertising campaign, shot by the acclaimed photographer, Patrick Demarchelier, and appearing in Condé Nast magazines as well as outdoor media space. The campaign features a number of models with their children, all wearing the Born Free Collection, and will increase awareness and support among consumers.

On Mother’s Day, May 11, 2014, a kick-off event for families will be held in New York City’s Pier 45, sponsored by Amazon Fashion, featuring a number of participating collaborators and designers, as well as live entertainment and attractions from leading athletes, authors, artists, chefs and musicians. For more details, a schedule of or to purchase tickets, visit here.

Also in support, Laird+Partners has provided Born Free with graphic design and creative campaign support including the creation of the Born Free logo, website and advertising materials. Text100 Global Communications has provided Born Free with all integrated communication support, including plan and messaging development and execution across traditional and digital media.

Born Free

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