New York (July 11, 2005)–M·A·C AIDS Viva GLAM spokesperson Pamela Anderson was recently featured in a package of M·A·C AIDS Fund radio PSAs written, produced and directed by McHale Barone. Pictured (l-r) are McHale Barone partner/producer Jill Cheris, Pamela Anderson, McBone partner/director Joe Barone. Photo by WireImage.
Emphasizing the fact that 3 million people worldwide die of AIDS every year–six people every minute, Anderson’s frank delivery personalizes this statistic with a chilling message: “Sooner or later someone you know can become one.”
Flying to LA to direct Anderson, Joe Barone guided the actress towards a powerfsul vocal approach to the copy. “Pamela is very savvy,” Barone said. “She has first-hand experience with Hepatitis C, and a deep appreciation for the M·A·C AIDS Fund “Get Tested” call to action. Though she’s primarily recognized for her striking physical presence, she totally met the challenge of a radio performance. These spots are sure to get people thinking seriously about getting tested.”
The :60, :30 and :15 spots were co-written by Barone, Chris McHale and McHale Barone partner Jill Cheris who also produced the session on location in LA. McBone sound designer/engineer was Tim Leitner, Roman Zeitlin composed the evocative underscore. Margarita Mix (Santa Monica) engineer was Jeff Levy. The campaign broke nationally in late June in conjunction with “National HIV Testing Day,” and will also air in Singapore, Australia, The UK, Canada and New Zealand.
Since it was founded in 1994, the M·A·C AIDS Fund has raised over $47 million through the sales of the VIVA GLAM lipstick collection.