The MAC Aids Fund will be renamed ‘MAC Viva Glam Fund’ to mark the 25th anniversary of the renowned lipstick.

In 1994, MAC announced that every cent of the selling price of MAC Viva Glam lipstick would be donated to a specific company fund to fight Aids and HIV across the world. Today, 25 years after the launch of the lipstick, the company unveils a campaign to celebrate the initiative’s global success.

For the occasion, MAC has partnered with creative studio RoAndCo, which has conceived a social campaign aimed to connect the brand with people on an emotional level, featuring a diverse cast of people from young generations.

The campaign, which will show up on the company’s social media for a year, marks 25 years of battles against Aids and HIV on behalf of MAC, whose Aids fund is entirely financed by Viva Glam sales. “Viva Glam is truly the heart and soul of MAC Cosmetics and it all started with a lipstick and focused mission to end Aids/HIV,” MAC Aids Fund’s chairman John Demsey says. “This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talent and over $500m raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world.”