The Estée Lauder Companies (ELC) will celebrate the 20th Anniversary of its global Breast Cancer Awareness (BCA) Campaign in October with the 2012 Campaign theme, “Courage. Believe in a world without breast cancer. Know we’re here until its true.”

 

[Above: Evelyn H. Lauder, former Senior Corporate Vice President of The Estée Lauder Companies who co-created the Pink Ribbon with SELF magazine, passed away in November last year]

 

To celebrate its 20th Anniversary, The BCA Campaign will kick start Breast Cancer Awareness month by ringing the Opening BellSM at the New York Stock Exchange today, 1 October.

 

In honour of Evelyn H. Lauder’s life and legacy, New York City Mayor Michael Bloomberg will declare 1 October, 2012 as “The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign Day.”

 

[Above: 2011 Campaign shot by world-renowned photographer Michael Thompson and conceived for the second year by James Gager, Senior Vice President, Group Creative Director of MAC, La Mer, Jo Malone Worldwide.]

 

EVELYN LAUDER

This year’s BCA theme highlights the Company’s 20 year commitment to defeating breast cancer through education and medical research and pays tribute to the life and legacy of BCA Campaign Founder and Pink Ribbon co-creator, Mrs. Evelyn H. Lauder, who passed away at the age of 75 on 12 November 2011.

 

[Left: Evelyn Lauder with former US President, Bill Clinton]

 

William P. Lauder, Executive Chairman of The Estée Lauder Companies, says “I am honoured to dedicate this year’s BCA Campaign to my mother, Evelyn H. Lauder, a courageous pioneer who touched countless numbers of women and men with her breast health awareness message, raising millions of dollars to eradicate breast cancer from our lives.

 

“We also want to commemorate all those who have shown courage – whether personally facing breast cancer, bravely standing by a loved one afflicted with the disease or fearlessly spreading the word about breast health.

 

“We are proud to look back at the enormous progress that The Estée Lauder Companies has made over the last 20 years in educating millions of people globally about the importance of breast health and that early detection saves lives.”

 

INTERACTIVE EXHIBITION

The BCA Campaign will unveil its first-ever interactive exhibition, which will be open to the public and stationed in New York City in front of the GM Building on Fifth Avenue, between 58th and 59th Streets on Monday, October 1st through Wednesday, October 3rd from 8:00 AM to 7:00 PM.

 

[Right: Estée Lauder Spokesmodel Elizabeth Hurley on the BCA campaign trail]

 

The exhibition will showcase a look back at its 20 year history including the founding of the Pink Ribbon and will highlight key milestones and achievements, global landmark illuminations, digital initiatives, articles and archived videos and photographs, among other artifacts.

 

As part of this year’s Campaign, ELC launches a global social marketing campaign, “20 Years of COURAGE: Past.Present.Future.”

 

The campaign revolves around a collaborative, interactive Facebook Timeline on The ELC BCA Campaign’s Facebook page. “It will feature 20 years of milestones of being devoted to defeating breast cancer through education and medical research while inviting individuals worldwide to courageously share their own personal milestones and encouraging messages of how they’ve been touched by breast cancer,” says ELC.

 

BCA FACEBOOK

Users will be able to upload text and/or images and choose a date in the past, present or future that corresponds with their distinct milestone. In addition, The BCA Campaign will donate $1 to The Breast Cancer Research Foundation for every post on The BCA Campaign’s interactive timeline on Facebook during the month of October up to a maximum of $25,000.

 

The BCA Campaign will continue to illuminate global monuments and landmarks across the world in bright pink lights as part of its Global Landmark Illuminations Initiative to focus attention on the importance of breast health and that early detection saves lives.

 

On 1 October, New York City’s iconic Empire State Building will be lit in pink by William P. Lauder and Elizabeth Hurley, Spokesmodel for Estée Lauder and The Estée Lauder Companies’ BCA Campaign.

 

[Right: La Mer hand treatment: One of the ‘pink products’ sold to raise funds for breast cancer medical research]

 

To continue the momentum of this milestone year, William P. Lauder and Elizabeth Hurley will travel the world spreading The BCA Campaign’s life-saving awareness message and illuminating landmarks including: The Oriental Pearl TV Tower in Shanghai, China; the British Museum in London, England and the Opera House in Paris, France. Throughout October, The BCA Campaign will illuminate Montenapoleaone Street in Milan, Italy; Ayala Museum in Makati City, Philippines; Air Traffic Control Tower at John F. Kennedy International Airport and The New York Stock Exchange in New York City, U.S.A. and many others around the world.

Estée Lauder will be launching various beauty products into travel retail markets to help raise money for medical research.

 

 

Left: The iconic Breast Cancer Awareness ‘Lauder Dream Pin’]

 

Products include: Evelyn Lauder and Elizabeth Hurley Dream Lip Collection; Estée Lauder Perfectionist CP+R with Pink Ribbon Keychain; Lauder Dream Pin and the La Mer hand treatment.