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M.A.C Aids Fund
Transcript of M.A.C Aids Fund
•Hair salon owner Frank Toskan and makeup artist Frank Angelo.
•1994 sold to Estee Lauder •Exclusively sold in department and concept/ online stores.
•Over 1000 M.A.C concepts worldwide!
•Celebrities: Dita Von Teese, RuPaul, Fergie and Christina Aguilera. The Company: •Professional makeup artists
•Fashion forward individuals. Target Market: Words/People? * 1994
* Developed to support people of all ages, genders and sexualities living with HIV/ AIDS worldwide.
*Donating funds to affected communities
* launching education/ prevention programs and services.
* M.A.C is currently the leading non-pharmaceutical corporate fundraiser for the HIV/ AIDS cause worldwide . M.A.C AIDS Fund: • Backbone of the M.A.C AIDS fund.
• Raised over $206 million since 1994.
• Range of lipstick and lipglass
• $35 AUS $14.50 US
• Promoted and endorsed by different celebrities each year.
• EVERY CENT goes to the M.A.C AIDS fund. VIVA GLAM Campaign: Strategies: • ‘Cool’ brand/ recognition.
• Fashionable advertising campaigns.
• Celebrities- “influential, provocative, alternative and reflect diverse communities.”
• 2011- FOCUS: AIDS and Women- spokespeople Lady Gaga and Cindi Lauper. Press Release:
Lady Gaga Empowers You to Live With Passion. Love with Protection- Feb 17, 2011. • Lady Gaga is launching her second VIVA GLAM lipstick and lip glass and will represent M.A.C for second year in a row.
• M.A.C AIDS fund has reached $202 million target.
• M.A.C announces $5million in new funds for AIDS programs. Strengths: Foster, ‘Effective Writing Skills for Public Relations’
“74% of press releases are trashed because they aren’t news!”
* IT IS NEWS!!: Celeb, $5 mil in new donations, reached $202 mil.
* CLEAR, SIMPLE LANGUAGE. NO JARGON: Easy to read/ understand, not dramatic or trying to be the expert.
eg: " In honour of those living with or affected by AIDS". *CONSISTENT WITH COMPANY TONE/IMAGE: Uniform layout with logo, sharp, fresh and strong tone- consistent with the image of M.A.C.
*PRESENT TENSE/ ACTIVE VERBS: Make reader feel involved and adds immediacy. Call to action.
Eg: Lady Gaga “wants everyone everywhere to protect themselves from HIV/AIDS”. * POWERFUL QUOTES: Gaga speaks in 'soundbites'. Quoteable but
also intelligent imput and knowledge. Also John Dempsey (Chair).
eg: "Be your own biggest fan and protect yourself."
*THE FACTS SPEAK FOR THEMSELVES: No need to use dramatic words, facts make the point.
Eg: More adult women than ever before are living with HIV. In the US, 75% of sufferers are men. Weaknesses: * TOO MUCH ‘FLUFF’ IN INTRO: The actual news (reached $202 mil) isn’t until second par. Need to give ‘why’ straight away to grab attention and show news value.
Correction: “Lady Gaga urges you to live with passion, love with protection today as M.A.C’s VIVA GLAM Campaign celebrates raising over $202 million to support HIV/ AIDS programs throughout the world.” * MISSION STATEMENT TOO LONG: Could easily be summarised to sound less self-congratulatory and should be left until the second last or last para.
Correction: “The M.A.C AIDS Fund supports programs which address HIV/AIDS protection, treatment and prevention around the world. The VIVA GLAM Campaign focuses on self empowerment and encourages everyone to take control of HIV/AIDS risks in their lives.” * NO CONTACT DETAILS: The media need a contact to arrange interviews/ photos etc. Include a contact, phone, email and photo opportunities/ arrangements.
*HARD TO FIND ON WEBSITE: Should be a clear link on main page with all media release headlines clearly displayed. People won’t look for it- you need to have it ‘in their face’. * DOESNT HAVE A FLOWING NEWS STYLE: Quotes are in chunks, eg: “we are excited to have her as the face of our 2011 campaign”- John Demsey, Chairman M.A.C AIDS Fund.
Should ‘mesh’ like a news story- do the journalist’s job for them.eg: M.A.C AIDS Fund Chairman John Demsey said Lady Gaga had been a powerful voice for the organisation. “We are excited to have her as the face of our 2011 campaign,” he said.
* LAYOUT IS CLUTTERED: More spacing is needed, less capitals so it is easier to read. Clear, large headings are needed and while the logo should be included at top- brand recognition. http://www.dailymotion.com/video/x8qaaq_m-a-c-aids-fund_lifestyle Heart&Soul Video: Strengths: * SHOWS PEOPLE BEHIND COMPANY: Displays their
honest belief in the cause and helps put faces to the names in
* EMPHASISES FUND'S IMPORTANCE TO COMPANY: Quotes
like "the fund is the soul of the brand.If you didn't believe in fighting this cause with us you wouldn't be with M.A.C". * USE OF EXPERTS: Centre for Research on Women, Equality in Imigration, AIDS organisations- gives credibility.
*SIMPLE, CASUAL TONE: Easy to understand, outlines main aspects of fund, not dramatic. *GOOD SLOGANS: Punchy, effective slogans leave big impact. "Every day is World AIDS Day at M.A.C". " Hope spreads faster than HIV." Weaknesses: *NO CALL TO ACTION/ LINKS: Doesn't say what we can do. No listing
of contact/ website.
Correction: Have someone talk about making donations and why YOU should
buy a lipstick. Direct to website or show address.
*NOT ENOUGH ACTION: Focuses on people speaking about it rather than the positive results.
Correction: Show footage of the programs in action/ the people who have received assitance to demonstrate impact. *SOME SPEAKERS NEED HELP: Monotone, expressionless- John Dempsey, Jesus Aguais.
Correction: Speech coaching, dot points instead of lines,
*NO 'BIG NAMES': M.A.C is famous for its use of outspoken celebrities. They aren't in video.
Correction: Use past and present faces of VIVA GLAM * CLUNKY STYLE, BORING: Frame changes are clunky and distacting, white background is uninteresting. Doesn't stick to image and 'outspoken'
attitude of brand.
Correction: Use a faster paced editing style, M.A.C logos in background or more intersting scenes. References: *Foster, John. Effective Writing Skills for Public Relations. London: Kogan Page, Print.
* "M.A.C AIDS Fund." Viva Glam. N.p., n.d. Web. 23 May 2011. <http://www.macaidsfund.org>.