example of real deal corp. social resp - vid cast from MAC cosmetics

[Kala Philo]

Happy Thurday ASBGers

Below is a link to an interview with sr. VP Nancy McMahon of MAC cosmetics, talking about their program that supports efforts to fight HIV/ AIDs.  There are about 5 different simple things they could have done to make the video more interesting but...the content is good. 

Several things about this that make it effective and not just pr:

1. Passion: The founders and first employees chose a cause that spoke to them and their constituents.
   
   
2. Focus: They have focused on just one cause.
   
   
3. Committment:  100% of the purchase price of any Viva Glam lip product goes to the MAC AIDS fund. According to Ms. McMahon, a 100% donation is rare in this type of fundraising.
   
   So, is the Viva Glam division is a social business within MAC, analaguos to Dannon's partnership with Grameen and the Shokti Doi yogurt venture? (see Yunnus'  Creating a World without Poverty book, ch. 6)
   
   
4. Promotion: The only advertising that MAC does is for their Viva Glam lip products. Because AIDS is a cause that many celebrities and customers of MAC identify with, they have had famous spokespeople in a series of ads (one would assume for free or at a reduced rate).  Very smart on several levels.
   
   
5. Constituents: I'll let all you smart people think about what MAC's program says about how they view their corporate constituents, compared to the "traditional" view. Closer to home, Whole Foods' John Mackey has quite a bit to say about corporations and their constituents. www.flowidealism.org/2007/Downloads/Conscious-Capitalism_JM.pdf -

Here is link to written article and video interview:
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2071

Have a good day
Kala