America’s favorite millennial Jewish singer and queer male icon is one of the faces of a makeup campaign that will raise money to support people living with HIV/AIDS.
America in 2019 — it’s not all bad news.
Singer Troye Sivan announced on Wednesday that he is partnering with MAC Cosmetics to be one of the faces for the relaunch of the brand’s Viva Glam campaign. In a post shared on his Instagram and Twitter accounts, the singer poses looking fresh-faced yet undeniably glam, writing that the campaign represents “a cause extremely close to my heart.”
Originally started in 1994, the Viva Glam campaign has raised more than $500 million to help end HIV/AIDS. For its 25th anniversary, MAC will be expanding its “mission of serving those affected by HIV/AIDS to also support other charities within the women and girls and LGBTQ communities” under a charity called the Viva Glam Fund, according to an official release from the company to Out Magazine.
In the official video for the campaign launch, the 23-year-old pop star can be seen with his boyfriend, fellow NJB, photographer and model Jacob Bixenman under the slogan Change For Acceptance. Sivan and Bixenman are two of the 18 “MACtivists” heading the campaign.
“I want to 100 percent encourage people to take those things that make you, you, and run with it,” he says in the clip while applying the brand’s iconic red lipstick.
So, that pretty much doesn’t mean anything. But every cent of Viva Glam products go directly to the MAC AIDS fund — that’s rare in fundraising, especially for major for-profit brands that more often give a percentage of proceeds. The Viva Glam MAC campaign has raised more than $500 million for HIV/AIDS research, aid, and education in the last 25 years, Out Magazine reports.
Adrianna Chaviva Freedman is the Social Media Intern for the Forward. You can reach her at email@example.com or on Twitter @ac_freedman