INTERNATIONAL. The Estée Lauder Companies has revealed more details of this year’s campaign to raise funds to fight breast cancer.
As reported, the theme of the 2018 campaign (which launched yesterday) is ‘Time to end breast cancer’. To show its support The Moodie Davitt Report is turning pink for the month of October.
Estée Lauder has set a US$8 million target from the start of this one-year phase of its fundraising mission (1 October) until the end of September 2019.
The aim, Estée Lauder said, is to fund more research, education and medical services that “bring us closer to a cure, and give patients all over the world more time to live better, healthier lives”.
To mark the start of Breast Cancer Awareness Month this October, The Estée Lauder Companies’ Breast Cancer Campaign has released what it describes as a “powerful” video series titled ‘Seconds Matter’. It focuses on the concept of time and the effect that breast cancer has from both a personal and universal perspective. Long and short form versions of the video are narrated by the campaign’s Global Ambassador Elizabeth Hurley.
Estée Lauder said that the fundraising goal of US$8 million will be achieved through projects such as illuminating buildings, monuments and landmarks worldwide in glowing pink lights to raise awareness of breast health. These are to include the Empire State Building in New York City, the Eiffel Tower in Paris, and the Lotte World Tower in Seoul.
Pink ribbons and brochures with information on breast cancer will be distributed through Estée Lauder beauty counters worldwide.
In addition, Estée Lauder will encourage its 46,000 employees to “positively impact communities and unite in action”.
Estée Lauder brands which will support the campaign include: AERIN, Aveda, BECCA, Bobbi Brown, Bumble and Bumble, Clinique, Darphin, DKNY, Donna Karan, Estée Lauder, Glamglow, Jo Malone London, La Mer, Lab Series, Origins, Prescriptives, Smashbox, Tom Ford Beauty and Tory Burch.
Each will contribute by selling pink ribbon products or making donations to the Breast Cancer Research Foundation and/or other breast cancer charities around the world.
Estée Lauder President and Chief Executive Officer Fabrizio Freda said: “The Estée Lauder Companies is dedicated to creating positive change worldwide, exemplified by the inspiring work of The Breast Cancer Campaign. We take our responsibility to be global corporate citizens to heart, and the campaign is a fundamental pillar of our family values.”
Estée Lauder began raising funds to fight breast cancer in 1992, when the late Evelyn H. Lauder, a former Senior Vice President of Estée Lauder, co-created the iconic pink ribbon and started The Estée Lauder Companies’ Breast Cancer Campaign. It set in motion a long-term movement which aims to “inspire the millions of people touched every year by breast cancer”.
A year later, she founded the Breast Cancer Research Foundation (BCRF), a non-profit organisation, to generate funding solely dedicated to breast cancer research.
To date, the campaign has raised more than US$76 million globally, funding 250 medical research grants through BCRF (US$62 million from total funds raised) and is active in more than 70 countries around the world.
Championing the work of his late mother, The Estée Lauder Companies Executive Chairman William P. Lauder said: “When my mother, Evelyn Lauder, started the campaign in 1992, she had a clear vision: to end breast cancer. Through the unwavering support of our employees, partners and consumers around the world, we come closer and closer to a cure and to making her dream a reality through sustained investment in education and research.”
Note: For more information on The Breast Cancer Campaign, visit ELCompanies.com/BreastCancerCampaign. Join the conversation on social media with #TimeToEndBreastCancer.
