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Estée Lauder Launches Breast Cancer Awareness Campaign

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NEW YORK—The Estée Lauder Companies' Breast Cancer Awareness (BCA) Campaign is launching its global outreach campaign for October's Breast Cancer Awareness Month, which will support its Campaign's concept "Together.Connect.Communicate.Conquer.For A Future Free Of Breast Cancer," a call-to-action that emphasizes the power of millions joining together to communicate the life-saving message about the importance of breast health and early detection. The 2011 BCA Campaign was conceived for the second year by James Gager, senior vice president, group creative director of MAC, La Mer, Jo Malone Worldwide; and Antonia Lakis vice president of MAC Design.

Evelyn H. Lauder, senior corporate vice president of The Estée Lauder Companies and founder of The Breast Cancer Awareness Campaign, said: “I'm thrilled to kick-off our 2011 BCA Campaign with several first-ever initiatives, bringing millions together with the single-minded goal of spreading the life-saving awareness message about the importance of breast health and early detection the world over. The mission of each of our initiatives is to reach new women and men, and to unify us all to eradicate this disease. Let's join together. As one we are stronger and have the ability to reach this goal once and for all."

To celebrate the 12th anniversary of its Global Landmark Illuminations Initiative, The Estée Lauder Companies and Philips are launching their first-ever partnership, whereby prominent global landmarks will be illuminated in pink lights using Philips' environmentally friendly LED technology. The new partnership with Philips was an excellent, synergistic fit as its commitment to enhancing people's lives, combined with modern LED technology and energy-efficient lighting solutions, is a sustainable way to reach millions with The BCA Campaign's awareness mission. These landmarks, along with numerous others lit by The BCA Campaign this October, will total more than 200 landmarks worldwide, sending the message of hope and empowerment to millions globally.

The BCA Campaign will digitally reach millions with its global launch of BCAcampaign.com, the Campaign's dedicated website that will serve as an evergreen destination for BCA Campaign news, event information, tips on breast health and healthy living, and a way to make year-round donations to The Breast Cancer Research Foundation® (BCRF). The new website will also provide a link to The BCA Campaign's new Facebook page that will feature its "Shine A Light on Breast Cancer," social media program through which online viewers can virtually illuminate a global map in pink, and share messages of hope and inspiration about breast cancer with others the world over.

In September and October 2011, Elizabeth Hurley, spokesmodel for Estée Lauder and Global Ambassador for The Estée Lauder Companies' BCA Campaign, will make personal appearances and take part in global illumination events around the world, promoting the importance of breast health.

Additionally, in 2011, many of The Estée Lauder Companies' beauty brands will continue to raise awareness and funds for BCRF. Debuting this year and featured in The 2011 BCA Campaign visual, is The BCA Campaign's Pink Ribbon Wristlet, a modern expression on the traditional Pink Ribbon pin that has become the ubiquitous symbol of breast health worldwide. The BCA Campaign's Pink Ribbon wristlet features a beautiful, single-knot tie that elasticizes to fit any wrist. In October 2011, The BCA Campaign and many of The Estée Lauder Companies' brands will continue to distribute millions of Pink Ribbons, Pink Ribbon wristlets and informational brochures at its beauty counters worldwide, to raise awareness about the importance of breast health and early detection worldwide. Since 1992, The BCA Campaign has distributed close to 115 million Pink Ribbons and millions of informational brochures worldwide.

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