INTERNATIONAL. Today marks the official launch of the 2016 Breast Cancer Awareness (BCA) Campaign, led by The Estée Lauder Companies.
To once again show our solidarity, The Moodie Davitt Report is turning its whole multi-media portfolio pink this month to support both the campaign and one of our key brand partners.
‘Take action together to defeat breast cancer’ is the theme of the 2016 campaign. It urges people to celebrate the power of global solidarity in the quest to enhance awareness of breast cancer, inspire meaningful action and raise funds; the goal is to raise US$6 million.
This year the campaign has brought together a variety of bloggers, media personalities, authors, chefs, fitness gurus and medical experts, giving them a platform from which to share advice, tips and resources. Anybody and everybody can access this content to find out ways in which they can ‘create meaningful change’, whether they are dealing with cancer personally or know someone who is. The global hub for this inspiring interchange is the website BCAcampaign.com
The BCA Campaign was inaugurated in 1992 by the late Evelyn H. Lauder with a mission to defeat breast cancer by supporting education and medical research. One of the most visible actions of the campaign was the creation of the Pink Ribbon, now recognised as the universal symbol for breast health.
Over the past 24 years more than US$65 million has been raised through the BCA Campaign to fund global research, education and medical services. In the process, October – Breast Cancer Awareness Month – has become synonymous with the colour pink as pink ribbons are worn and global landmarks are illuminated in the shade as a reminder of the importance of breast health.
Now active in more than 70 countries, The Estée Lauder Companies’ BCA Campaign partners with over 60 breast cancer organisations and also lends its support to a group of doctors and medical experts (the Breast Cancer Research Foundation Investigators) involved in cancer research.
The BCA Campaign has a trio of global ambassadors working to champion the cause: William P. Lauder, the son of Evelyn Lauder and Executive Chairman of The Estée Lauder Companies Inc; Fabrizio Freda, President and CEO of The Estée Lauder Companies Inc; and Elizabeth Hurley, the actor and model who has been the ‘face’ of the campaign since 1995.
In a recent interview, Ms Hurley shared some of her favourite ways to make a difference. “I always keep a pink ribbon pin on my dressing table as a constant reminder to do what I can in this fight. I see it every morning when I start my day and every evening before bed; it’s a symbol of hope and inspiration for me.
“I do my best to be there for friends and loved ones battling this disease, and try to alleviate their stress as much as I can, even if it’s something as simple as holding their hand at a doctor’s appointment or taking care of the grocery shopping for the week.
“I continue the important traditions set forth by my wonderful mentor and dear friend, the late Evelyn Lauder. Together, Evelyn and I lit up iconic buildings throughout the world in glowing pink lights; and I’m proud to continue illuminating these landmarks today to remind people around the world to continue taking action together.
“I teach my son about the importance of healthy eating. We grow most of our vegetables on our organic farm and try to eat as much fruit and vegetables as we can.
“I schedule a mammogram each year on my birthday, and encourage women around the world to do the same. It’s very important to be proactive about your health.”
Fifteen of The Estée Lauder Companies’ brands are involved in the campaign, raising funds through the sale of exclusive pink ribbon products and donations. Proceeds from the sale of the following products will go towards the BCA Campaign’s leading partner, the Breast Cancer Research Foundation.
Limited-Edition Aveda Hand Relief Moisturizing Crème with Uplifting Beautifying Aroma: This limited-edition hand cream with pink cap and band comes in a special 150 ml size. With a vitamin-enriched formula it claims to soothe and revitalise dry skin, creating a moisture barrier that lasts through three hand washes. Scented by certified organic rosemary, lavender and bergamot the fragrance adds an uplifting element to an everyday task. This limited edition will be available from selected Aveda travel retail locations worldwide.
Estée Lauder Advanced Night Repair Synchronized Recovery Complex II with Pink Ribbon Pin: The best-selling Advanced Night Repair helps to maximise the power of beauty sleep, encouraging skin’s overnight renewal for a smoother, more radiant complexion. The special BCA edition includes an enamel pink ribbon pin and will be available at selected Estée Lauder travel retail locations in Europe and the Middle East.
Estée Lauder Pink Perfection Color Collection: A new colour collection featuring best-selling shades: the pink zip-around fabric case contains four Pure Color Envy Eye Shadows, one Pure Color Envy Blush and a full-size Pure Color Envy Lipstick. An inside mirror makes it ideal for those on the go. Available at selected Estée Lauder travel retail locations in Europe and the Middle East.
Website: www.BCAcampaign.com
Twitter: @BCAcampaign
Instagram: #BCAstrength
