Estée Lauder unveils 2013 Breast Cancer Awareness Campaign

Today marks the official launch of the Estée Lauder Companies’ 2013 Breast Cancer Awareness (BCA) Campaign, for Breast Cancer Awareness Month and beyond. This year’s theme is: “Let’s Defeat Breast Cancer. We’re Stronger Together.”

This year’s initiative intends to boldly expand public focus beyond awareness of the disease, and encourage individuals around the world to take specific actions that support breast health, and move forward towards the ultimate goal of a world without breast cancer. Currently, one in eight women will be diagnosed with breast cancer in her lifetime.

The key 2013 Breast Cancer Awareness Campaign visuals

To once again show our solidarity with the campaign, The Moodie Report is turning its whole multi-media portfolio pink this month to support both the campaign and one of our key brand partners, The Estée Lauder Companies. Hence our home page masthead is all in pink, and our weekly e-Zine and Editor’s Choice e-Newsletter will also sport the new hue.

The BCA Campaign is active in more than 70 countries and to date has raised more than US$48 million to support global research, education and medical services; US$38 million of which has funded 152 BCRF (Breast Cancer Research Foundation) 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 programme with early-stage breast cancer for women to help prevent reoccurrence or metastasis. This year’s campaign aims to raise a further US$5 million.

The late, great Evelyn H. Lauder, co-creator of the Pink Ribbon and founder of the BCRF

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 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 aim to galvanise 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.

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

The Estée Lauder Companies President and CEO Fabrizio Freda added: “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”¦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.”

Estée Lauder Spokesmodel and Global Ambassador for the BCA Campaign Elizabeth Hurley commented: “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” comprising friends, family, co-workers and loved ones to rally around any action – large or small – that might advance the world towards eradicating breast cancer altogether.

William Lauder, Leonard Lauder and Fabrizio Freda support the group’s high-profile Global Landmark Illuminations Initiative

These Circles will be incorporated into a larger, curated experience on www.BCAcampaign.com that will pull in thematic content from channels like Instagram and 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 aged 40 and older; make healthy lifestyle changes; and join together to raise funds for the BCRF – a donation of US$50 raised by a Circle funds approximately one hour of critical, lifesaving research. Each US$250,000 raised fully supports a BCRF research project for one year.

This special edition of Advanced Night Repair is on-counter now in EMA travel retail

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

In candid video interviews to be featured this month in social media and online at www.BCAcampaign.com, the 2013 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.

Lastly, as in previous years, The Estée Lauder Companies has created a selection of limited-edition pink products, to raise both awareness and funds for the BCA Campaign.

In Americas travel retail doors, there is a 150ml Limited-Edition Aveda Hand Relief with Rosemary Mint aroma. In travel retail Europe, the Middle East and Africa there is a special 50ml Estée Lauder Advanced Night Repair Synchronized Recovery Complex II with Pink Ribbon bracelet and charm. The latter includes a touch of blue, to represent the 1% of US breast cancer cases diagnosed in men. The charm is also inscribed: ‘Estée Lauder Breast Cancer Awareness 2013’.

In summary, the 2013 BCA Campaign will:
– Reach millions of people worldwide with its lifesaving message to shift public focus from awareness to increased action.
– Raise US$5 million to support breast cancer research, education and medical services worldwide.
– Bring public awareness to the importance of early detection and breast health globally through educational brochures, www.BCAcampaign.com, Facebook.com/BCAcampaign, Twitter @BCAcampaign and Instagram @BCAcampaign, and by distributing millions of Pink Ribbons at 
Estée Lauder Companies’ brand counters worldwide.
– Implement a new social and digital media programme that features a social experience inviting people around 
the world to create “Circles of Strength” to comment, share and rally around any action – large or small – to advance the world towards eradicating breast cancer.
– Offer Pink Ribbon products globally through many of The Estée Lauder Companies’ beauty brands to raise awareness and funds for research.
– Illuminate global landmarks in glowing pink lights, focusing attention on the importance of defeating breast cancer.

Social media, including Facebook, will play a key role this year