MAC Evolves Its LGBTQ Message

MAC Evolves Its LGBTQ Message

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This #PrideMonth @MACcosmetics is building on its philanthropic support & advancing rhetoric w/ a #LGBTQ documentary
Friday, June 30, 2017 - 6:00pm

CAMPAIGN: 2017 Cone Communications CSR Study


With 70 percent of consumers expecting companies to take a stand on social justice issues such as the refugee crisis and women’s rights, many companies have begun sharing messages of acceptance for groups facing adversity. And this year, we saw a landslide of companies show their support for the LGBTQ community in celebration of Pride Month. Now, one brand that has been flying the rainbow flag since 1994 is building on its philanthropic support and advancing rhetoric around the issue to increase awareness.  

Twenty-three years ago MAC Cosmetics established the MAC AIDS Fund, the philanthropic arm of cosmetics giant MAC, which has given more than $450 million to organizations focused on the rights and health of women and the LGBTQ community. Recognizing that true support goes beyond fundraising, the company is celebrating Pride Month by increasing the cultural visibility of the LGBTQ community by partnering with Showtime and transgender director Silas Howard to commission the documentary film More Than T. The film aims to shed light on the diversity of individuals within the LGBTQ community by introducing seven transgender individuals with seven vastly different stories to tell. 

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