Senior Corporate Vice President Evelyn H. Lauder (right) with Lauder and BCA spokesmodel Elizabeth Hurley

US. The Estée Lauder Companies has officially unveiled its 2011 global Breast Cancer Awareness (BCA) Campaign, ahead of October, National Breast Cancer Awareness Month.

This year’s concept is “TOGETHER. Connect. Communicate. Conquer. For A Future Free of Breast Cancer”, and aims to emphasise 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 that early detection saves lives.

The 2011 Campaign was conceived for the second year by Senior Vice President, Group Creative Director of MAC, La Mer and Jo Malone Worldwide James Gager, and Antonia Lakis, Vice President of MAC Design. The image was shot by photographer Michael Thompson.

Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and co-creator of the Pink Ribbon, stated: “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 US, 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.”

The Estée Lauder Companies Executive Chairman William P. Lauder 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.”

The Estée Lauder Companies President and CEO Fabrizio Freda commented: “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 Estée Lauder Companies’ special Pink Ribbon Products have raised millions of dollars to date for the BCRF

“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”

The BCA Campaign launched in 1992 when Evelyn Lauder co-created the Pink Ribbon with SELF Magazine. Since The BCA Campaign’s inception in 1992, three important milestones will have been met by the end of October 2011 (National Breast Cancer Awareness Month):
– From 1993 through October 2011, close to US$50 million in contributions to The Breast Cancer Research Foundation (BCRF) will have been raised by The Estée Lauder Companies’ brands and employees, and through fundraising initiatives with its retail partners, helping the foundation to raise over US$315 million since its inception.
– 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 elasticises 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 115 million Pink Ribbons and millions of informational brochures about the importance of breast health worldwide.

– Full details of the 2011 BCA campaign will be featured on The Moodie in due course