INTERNATIONAL. Today, 1 October, sees The Estée Lauder Companies enter its 17th year of battling against breast cancer. The 2009 Breast Cancer Awareness (BCA) Campaign is spearheaded by the slogan: “World Pink World Without Breast Cancer. Wear a Pink Ribbon. Make a Difference.”
The slogan aims to celebrate the work done to date in terms of raising awareness, while sending the strong and important message that the momentum must be maintained so that a cure can be found.
“I know that now more than ever, our BCA Campaign will unite people around the world to eradicate breast cancer once and for all,” declared The Estée Lauder Companies Senior Corporate Vice President Evelyn Lauder.
She continued: “Since 1992 when I began the Estée Lauder Companies Breast Cancer Awareness Campaign, and co-created the Pink Ribbon with SELF magazine as a sign of breast health, the BCA Campaign has grown beyond what we could have ever imagined.
“As of October 2009, we have distributed over 85 million pink ribbons, millions of informational brochures and raised millions of dollars for The Breast Cancer Research Foundation (BCRF). I’m incredibly excited to share with you that in 2008, the ELC BCA Campaign, including 15 of our top beauty brands, and our retail partners raised more than US$5 million for BCRF, bringing the total funds raised to over US$35 million since its inception.”
Over the years many of The Estée Lauder Companies’ brands have sold Pink Ribbon Products in aid of The Breast Cancer Research Foundation. The brands also display counter information, distribute pink ribbons and hand out brochures
The BCA Campaign has had a truly global impact, incorporating thousands of retail and employee events. Once again, the travel retail channel is set to play a pivotal role.
The group’s brand counters, both domestically and in duty free, will be the focal point of the campaign, from which the iconic pink ribbons and information cards will be distributed.
A number of retail partners have donated windows, pillars and light boxes to highlight the campaign, in addition to plasma screens on which the new Elizabeth Hurley Public Service Announcement will be played.
In addition, certain retailers have given additional support by offering specific products for sale that have been designed for the campaign and from which a percentage of sales will be donated to fund research into combating breast cancer.
Brands offering “pink” beauty products for sale this year include Clinique, Bobbi Brown, Estée Lauder, Crème de la Mer, Donna Karan, Origins and Jo Malone.
NEW WAYS TO THINK PINK
The iconic pink ribbon co-created by Evelyn Lauder has come to symbolise so much in the battle against breast cancer. But, in line with the times, it has become much more than something to pin on a lapel.
Now a person can send a pink ribbon though cyberspace by “poking” a friend on many of the global networking sites. Close to eight million “virtual” pink ribbons were sent out in Facebook as “Superpokes” in October 2008.
Moreover, this year the pink ribbon is going green, in the sense that it is made entirely of recycled material, fusing the message of hope and breast cancer awareness with the growing movement towards sustainability.
LIGHTING THE WAY
The Estée Lauder Companies Global Landmarks Illumination Initiative was born in 2000, in a bid to raise awareness and spread the life-saving message about early detection and treatment in a new way.
Now celebrating its 10th year, it has illuminated hundreds of famous buildings, monuments and landmarks in glowing pink lights around the world. Ablaze with light, these monuments have become international symbols of hope, and continue to empower and enlighten, literally, millions of women everywhere.
The Estée Lauder Companies’ Global Landmarks Illumination Initiative has lit up hundreds of famous buildings, including Belvedere Castle, Austria; The Arena, Italy; and Los Angeles International Airport, USA
In 2009, the campaign’s World Pink Ribbon Ambassadors – along with politicians and VIPS such as Evelyn Lauder and Elizabeth Hurley – will help to illuminate over 200 famous landmarks around the world.
To date the lit-up list includes:
-The Concert Hall, Amsterdam
– Taj Mahal Palace & Tower Hotel, India
– Sydney Opera House, Australia
– Chords Bridge, Israel
– Belvedere Castle, Austria
– Leaning Tower of Pisa, Italy
– Niagara Falls, Canada
– Marino Palace, Italy
– Las Condes City Hall, Chile
– Millennium Monument, China
– Tokyo Tower, Japan
– Nan Pu Bridge, China
– Kuala Lumpur Tower, Malaysia
– SKY Tower, New Zealand
– Presidential Palace, Dominican Republic
– Taipei 101 Tower, Taiwan
– Paris City Hall, France
– Maiden Tower, Turkey
– The Empire State Building, US
– The Tower of London, UK
Senior Corporate Vice President Evelyn Lauder: “We must rid the world of this disease in our lifetime”
Elizabeth Hurley became involved in the BCA Campaign in 2000, when she helped Evelyn Lauder launch The Estée Lauder Companies Global Landmarks Illumination Initiative.
The cause is close to her heart; just prior to joining the Campaign her grandmother had died of breast cancer.
“This is a disease that knows no boundaries, and does not discriminate, touching everyone in every country,” she explained. “We all know someone – a grandmother, friend, mother, aunt, sister, cousin and co-worker – who has battled cancer.
“But we now know that if a breast cancer is detected early, it is 98% curable”¦We must unite together with the message that early detection saves lives.”
Hurley added: “As I state in my Public Service Announcement, “˜Join us. You can make a difference in your life and in the lives of those important to you’.”
Star support: The campaign enjoys strong support from prominent celebrities who are fierce advocates for breast cancer awareness. Pictured here are (left to right) Steven Plofker, Estée Lauder and BCA spokesmodel Elizabeth Hurley, singer Elton John, The Estée Lauder Companies Senior Corporate Vice President Evelyn Lauder and make-up artist Bobbi Brown
Evelyn Lauder herself echoes those words. “We believe that reaching out to every possible person is pivotal now more than ever; we can not do this alone,” she emphasised.
“This October, over 70 countries will participate in The Estée Lauder Companies Breast Cancer Awareness Campaign.”
She concluded: “Our goal is to rid breast cancer from the world and put the Breast Cancer Research Foundation out of business. I am completely hopeful and confident that we will find a cure for breast cancer in our lifetime.”
NOTE (1): The Moodie Report is turning its whole multi-media suite – 7 Days pdf, e-Newsletter, website and Digital Print Edition – pink this month to support The Estée Lauder Companies Breast Cancer Awareness Campaign.
NOTE (2): The Breast Cancer Research Foundation (BCRF) was founded in 1993 by Evelyn Lauder as an independent, not-for-profit organisation dedicated to funding innovative clinical and translational research.
The Foundation supports scientists at top universities and academic medical centres worldwide, conducting the most advanced and promising breast cancer research that will lead to prevention and a cure in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programmes.
To date, BCRF has raised over US$250 million, and in October 2008, US$34 million was awarded to 166 scientists across the US and in Australia, Canada, Latin America, the Middle East, and throughout Europe.
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