MAC AIDS Fund

                The MAC Aids Fund is a campaign by the MAC cosmetics company which donates money to Africans with AIDS when people but their VIVA GLAM lipstick products.  Their mission statement is as follows:                        

“The MAC AIDS fund’s mission is to serve people of all ages, all races, and all sexes affected by HIV and AIDS.  To partner with the bold, the visionary, and the brave who confront the epidemic in countries and communities where people are most neglected, off the radar and at highest risk.  Responsive, agile and alert, MAF funds innovative programs that deal directly with the most marginalized, stigmatized, and under-heard victims.  MAF celebrates humanity, life, creativity and individuality.  Making a difference one VIVA GLAM Lipstick at a time.”

The company has two well-known celebrities as the spokeswomen for the campaign: Cyndi Lauper and Lady Gaga.  These moguls, as well as the products being sold, particularly attract a female audience.  Lady Gaga is especially well-known and influential to young women today.  She is seen as someone who is not afraid to be eccentric, different, or criticized.  She has her opinions and is not afraid to put them out there.  Many women idolize those characteristic about her, which is why they would want get on board with a cause that she is supporting. 

                The MAC AIDS Fund says that they reach out to people with AIDS in countries where others “may not go”.  They claim that there are many people with AIDS who are neglected and denied the help that others are receiving.  MAC uses many words to make their cause in particular seem worthwhile.  They describe the victims they are helping as “neglected” “off the radar” “stigmatized” “under-heard” and “at highest risk”.  Their view is clearly that there are some people with AIDS who need more help than others, based one where they live. 

                My question is, is this a legitimate argument?  Are there some AIDS victims who “deserve” help more than others?  Are these victims really in greater need of help than other AIDS victims, or is the MAC corporation simply trying to make their campaign seem more worth-while than other AIDS campaigns?  There are many funds and charities out there whose goal is to help Africans with AIDs.  Does the MAC company feel the need to label their recipients as more deserving in order to beat the competition?  Are they labeling and shaming their recipients more than is necessary in order to push their product?