The Este Lauder Companies (ELC) is proud to celebrate the 20th
Anniversary of its global Breast Cancer Awareness (BCA) Campaign. The
2012 Campaign theme, “Courage. Believe in a world without breast cancer.
Know we’re here until its true.” 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.
William P. Lauder, Executive Chairman of The Est驩e Lauder Companies,
states, “I am honored 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 Este 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.”
To celebrate its 20th Anniversary, The BCA Campaign will
proudly kick off Breast Cancer Awareness month by ringing the Opening
BellSM at the New York Stock Exchange on October 1st.
William P. Lauder will join several ELC colleagues who have been
personally touched by breast cancer, along with four researchers whose
Breast Cancer Research Foundation (BCRF) grants are underwritten by
ELC, demonstrating unity and commitment in the fight against breast
In honor of Evelyn H. Lauder’s life and legacy, New York City Mayor
Michael Bloomberg will declare October 1, 2012 as “The Est鮩e Lauder
Companies’ Breast Cancer Awareness (BCA) Campaign Day.” This
Proclamation is dedicated to Evelyn H. Lauder, whose bold mission over
the last 20 years was to bring worldwide attention to the critical
message of breast health and that early detection saves lives. Until her
passing in November 2011, Mrs. Lauder worked tirelessly in her crusade
to save countless lives and raise millions to find a cure. Two decades
later, The BCA Campaign is present in more than 70 countries and has
raised more than $35 million to fund 140 BCRF research grants, 12 grants
this year alone, all underwritten by ELC.
Additionally, The BCA Campaign will unveil its first-ever interactive
exhibition, which will showcase an exciting look back at its 20 year
history including the founding of the Pink Ribbon. The interactive
exhibition 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. The exhibition 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 is thrilled to announce the launch
of 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, which 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
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. A real-time aggregator will pull in
conversations, images and videos surrounding breast cancer from Twitter,
Instagram and Viddy via the hashtag #BCA20, powered by social
aggregation tool, Feedmagnet. 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.
Additionally, 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
October 1st, New York City’s iconic Empire State Building
will be lit in pink by William P. Lauder and Elizabeth Hurley,
Spokesmodel for EstΩe Lauder and The Este Lauder Companies’ BCA
Campaign. 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
DURING OCTOBER 2012, THE BCA CAMPAIGN WILL:
• Continue to reach countless people worldwide by spreading its
lifesaving awareness message globally in the hope of a world in which
breast cancer no longer exists.
• Distribute millions of iconic Pink Ribbons at the counters of The
Este Lauder Companies’ brands worldwide, adding to the 122 million Pink
Ribbons distributed to date.
• Spread the word about early detection and breast health globally,
adding to the millions of educational bookmarks and brochures
distributed to date.
• Offer Pink Ribbon products through many of The Est驩e Lauder Companies’
beauty brands to raise funds for medical research.
• Establish high-profile influencers worldwide as Ambassadors for The
Campaign’s World Pink Ribbon Ambassador (WPRA) Initiative.
FOR MORE INFORMATION:
The Este Lauder Companies’ Breast Cancer Awareness Campaign is devoted
to defeating breast cancer through education and medical research.
THE ESTE LAUDER COMPANIES INC.
The Est鉩e Lauder Companies Inc. is one of the world’s leading
manufacturers and marketers of quality skin care, makeup, fragrance and
hair care products. The Company’s products are sold in over 150
countries and territories under the following brand names: Este Lauder,
Aramis, Clinique, Prescriptives, Lab Series, Origins, M•A•C, Bobbi
Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan, Aveda, Jo Malone,
Bumble and bumble, Darphin, Michael Kors, American Beauty, Flirt!,
GoodSkin Labs, Grassroots Research Labs, Tom Ford, Coach, Ojon,
Smashbox, Ermenegildo Zegna and AERIN Beauty.
The Este Lauder Companies Inc.
B|W|R Public Relations
Jamie Reisman/Logan Hayes