ELC launches new Breast Cancer Campaign

By Doug Newhouse |

Between 1993 and October 2011, close to $50m will have been raised for The Breast Cancer Research Foundation (BCRF) by The Estée Lauder Companies’ brands and employees, ahead of the launch of ELC’s 2011 Global Breast Cancer Awareness (BCA) Campaign.

Including fundraising initiatives with its retail partners, ELC has helped the foundation to raise over $315m since its inception.

This year, Mrs. Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and co-creator of the Pink Ribbon, says the new Campaign concept will be: ‘TOGETHER. Connect. Communicate. Conquer. For A Future Free of Breast Cancer.’

She says this builds on the 2010 BCA Campaign theme, ‘Connect. Communicate. Conquer. Prevent Breast Cancer One Woman At A Time.’

The new global Campaign emphasizes the power of many millions of people joining TOGETHER around the world with one voice to spread the all-important message of breast health and how early detection saves lives. 

The new bold and inspiring 2011 Campaign was conceived for the second year by James Gager, Senior Vice President, Group Creative Director of M.A.C, La Mer, Jo Malone Worldwide and Antonia Lakis, Vice President of M.A.C Design. The image was shot by world-renowned photographer Michael Thompson.

In a statement, Evelyn Lauder said: “Together we are stronger. Together we can do more. Together we can find a cure. Our 2011 BCA Campaign’s call-to-action represents the importance of people joining as one to support friends, family and loved ones to fight this terrible disease. 

“The World Health Organization (WHO) reported in 2008 that breast cancer was one of the top five cancer-related deaths worldwide. In 2010, there were more than 2.5 million breast cancer survivors in the United States and it is our hope that this number only continues to multiply for a future free of breast cancer. 

“Imagine the incredible impact that we can have on many millions of women and men around the world by spreading the message of the importance of breast health and that early detection saves lives.”

William P. Lauder, Executive Chairman of The Estée Lauder Companies added: “The Estée Lauder Companies’ dedication to philanthropy is both personal as well as professional, as our heritage was built on leveraging the power of business for the greater good. 

“We are very proud that our Breast Cancer Awareness Campaign, now in its 19th year, reaches many millions of women and men each year around the world with its life-saving message and we are dedicated to helping eradicate this disease.”

Fabrizio Freda, President and Ceo, The Estée Lauder Companies, stated: “Evelyn Lauder’s call-to-action for The 2011 BCA Campaign aligns with our Company’s overall corporate strategy by demonstrating our high-touch heritage that fundamentally gives back to our global consumers. 

“The BCA Campaign personifies innovation, creativity and local relevance and the 2011 Campaign theme emphasizes the importance of working ‘Together’ to rid the world of this devastating disease”

Elizabeth Hurley, Spokesmodel for Estée Lauder and The BCA Campaign, said: “Awareness and early detection, along with raising more funds to find a cure, are the key components to conquering this disease. Together we can make an even bigger impact, save more lives and raise even more funds. 

“Please tell everyone you know to do monthly breast self-exams, get mammograms annually if over the age of 40, and help raise funds to find a cure. I look forward to a future free of breast cancer.”

This year, The BCA Campaign will begin distributing a new breast health awareness symbol in the form of BCA Pink Ribbon wristlets, featuring a beautiful, single-knot tie that elasticizes to fit any wrist. Millions of the iconic BCA Pink Ribbons will continue to be distributed at the counters of The Estée Lauder Companies’ brands worldwide.

By October 2011, The Estée Lauder Companies and its many brands will have distributed close to 115m Pink Ribbons and millions of informational brochures about the importance of breast health worldwide.

During October 2011, the BCA Campaign will reach many millions of people worldwide and in 2010 alone it achieved an estimated 2.5bn media impressions in more than 70 countries.

The campaign will also see Pink Ribbon products sold through many of The Estée Lauder Companies’ highly sought-after beauty brands, to raise awareness and funds for BCRF.

The campaign is also partnering with electronics company Philips to illuminate approximately 200 global landmarks worldwide in bright pink using LED lights. This is now the 12th anniversary year of the BCA Campaign’s Global Landmark Illuminations Initiative, providing local relevance with a grassroots, high-touch approach. In fact, in 2010, ELC set the Guinness World Record for the ‘Most Landmarks Illuminated for a Cause in 24 Hours.’

The campaign also aims to activate celebrities, politicians and other high-profile influencers worldwide to act as Ambassadors for The BCA Campaign’s World Pink Ribbon Ambassador (WPRA) Initiative.



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