Beauty company steps up Breast Cancer Awareness campaign

“Let’s Defeat Breast Cancer. We’re Stronger Together” is the battlecry of Estee Lauder this year.


ADVERTORIAL

"New York, NY, September 2, 2013—The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign is proud to announce its 2013 global Campaign for Breast Cancer Awareness Month and beyond.

"The 2013 theme, 'Let’s Defeat Breast Cancer. We’re Stronger Together,' is a call-to-action that will serve to shift public focus from awareness to increased action, advancing us further towards eradicating breast cancer from our lives.

"To date, The BCA Campaign has raised more than $48 million to support global research, education and medical services.

"This year’s BCA Campaign is committed to raising $5 million to support breast cancer research, education and medical services worldwide. Action doesn’t happen alone. When we join together…We’re Stronger Together.

"Over the past two decades, The Estée Lauder Companies’ BCA Campaign, launched by the late Evelyn H. Lauder, co-creator of the Pink Ribbon and founder of The Breast Cancer Research Foundation® (BCRF), has been a leading voice for breast cancer awareness around the world, sparking a global movement that has helped save millions of lives.

"In the spirit of Mrs. Lauder’s forward thinking vision, this year’s BCA Campaign will expand focus from breast cancer awareness by encouraging people to reach even further, taking specific actions aimed at preventing and eradicating the disease.

"The Campaign and its supporting initiatives will galvanize the global masses to defeat breast cancer by lessening the stigma and deepening awareness across the globe, while raising significant funds for critical medical research.

"William P. Lauder, Executive Chairman of The Estée Lauder Companies stated, 'Over the past twenty years, The BCA Campaign has made significant progress in bringing awareness to breast cancer and the fear that once surrounded the disease is being replaced by hope and inspiration. This year, we feel it is vitally important that we encourage people to move beyond awareness by taking actions that we know can help save lives. My mother, Evelyn H. Lauder, believed that no one can defeat breast cancer alone—this spirit of unity is at the heart of our Campaign as we bring people together across the globe to defeat this disease.'

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"Fabrizio Freda, president and CEO of The Estée Lauder Companies said, 'Every year around the world, our employees, consumers and retail partners come together with great enthusiasm and passion to participate in The BCA Campaign.

"'Our vision for this year’s Campaign was inspired by that same passion and its potential to affect real change in the lives of real people and families who are touched by this disease.

"'To date, The BCA Campaign has raised $48 million to support research, education and medical services worldwide. Our goal is to have this year’s Campaign resonate in every corner of the world, raise significant funds, empower people to share their strength and bring us closer than ever before to a world without breast cancer.

"Elizabeth Hurley, Estée Lauder Spokesmodel and Global Ambassador for The BCA Campaign stated, 'I’m delighted to be a part of this dynamic new Campaign that encourages strength, bringing millions together worldwide — women, men, families — empowering them to garner strength from one another to accomplish Evelyn’s mission to eliminate breast cancer once and for all; Evelyn believed we could do it, and so do I. We will do it together.'

"Central to The 2013 BCA Campaign is a global social experience that will invite people from all around the world to create their own 'Circles of Strength' comprised of friends, family, co-workers and loved ones to rally around any action —large or small—that might advance us toward eradicating breast cancer all together.

"These Circles will be incorporated into a larger, curated experience on BCAcampaign.com that will pull in thematiccontent from channels like Instagram or Twitter, via the hashtag #BCAStrength, enabling people to feel 'stronger together' within their own defined groups, and as part of a larger global community.

"Individual Circles can: Agree to see a doctor regularly and get an annual mammogram if age 40 and older; Make healthy lifestyle changes; and Join together to raise funds for BCRF—a donation of $50 raised by a Circle funds approximately one hour of critical, life-saving research.

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"Each $250,000 raised fully supports a BCRF research project for one year.

"This year’s BCA Campaign is committed to raising $5 million to support breast cancer research, education and medical services worldwide.

"To help people everywhere show their strength, our Campaign encourages people to join together to donate any amount they can to BCRF via BCAcampaign.com— each and every dollar, and hour, will be a step closer to eradicating this unyielding disease.

"This global social campaign will be supported by The BCA Campaign’s own social channels, many of The EstéeLauder Companies’ brands’ websites, as well as global digital media.

"The 2013 BCA Campaign creative was conceived by Jim Nevins, Senior Vice President, Global Creative Director of Clinique; Aubyn Gwinn, Executive Director, Clinique Print Design and Carol Tuder, Vice President, Clinique Copy Worldwide, with images photographed by Christian Whitkin.

"The ads are a series of people being photographed, celebrating the deeply supportive role of mothers, friends and partners. These images are relatable, and strive to convey the message that breast cancer touches all of us and inspire collective action globally.

"In candid video interviews to be featured this October in social media and online at BCAcampaign.com, The2013 BCA Campaign representatives discuss their personal connections to breast cancer and share personal approaches for maintaining inner beauty and wellness while staying strong for themselves and for others.

"The BCA Campaign is devoted to defeating breast cancer through education and medical research.

"The Campaign is currently active in more than 70 countries and has raised more than $48 million to support global research, education and medical services worldwide; $38 million of which has funded 152 BCRF research projects worldwide in the past 20 years.

"These funds have directly resulted in significant innovations and improvements in care, including: the launch of an early-phase breast cancer vaccine trial; improved ways to assess risk in young girls from families with multiple cases of breast cancer and a weight-loss program with early-stage breast cancer for women to help prevent reoccurrence or metastasis.

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"The following highly sought-after and iconic brands of The Estée Lauder Companies are contributing to The 2013 BCA Campaign by selling Pink Ribbon products or making donations: Aveda, Bobbi Brown, Bumble and bumble, Clinique, Coach, Darphin, Donna Karan Cosmetics, EstéeLauder, Jo Malone London, La Mer, Lab Series Skincarefor Men, Origins, Prescriptives, Smashbox and Tom Ford Beauty.

"In true 'We’re Stronger Together' spirit, these brands are united in their support of The BCA Campaign’s mission to defeat breast cancer through education and medical research."


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