INTERNATIONAL. Today, 1 October, The Estée Lauder Companies enters the 16th year of its battle against breast cancer, and travel retail once again is set to play a pivotal role. The 2008 campaign is spearheaded by the slogan: ‘World Pink. World Without Breast Cancer. Wear a Pink Ribbon. Make A Difference’.
By the end of October, The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign will have distributed more than 80 million pink ribbons and millions of informational brochures through the group’s brand counters; illuminated more than 200 global landmarks in pink lights; and raised approximately US$35 million with its retail partners for research.
This year’s slogan aims to encapsulate the spirit of bringing people together from all walks of life to find a cure for breast cancer. This October, the BCA Campaign will be present in over 60 countries and will unite around a common goal: to reach every corner of the world with the message about the importance of early detection, and to raise significant funds for research in order to attain a world without breast cancer in the not too distant future.
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In 2007 alone, The Estée Lauder Companies’ Global Landmarks Illumination Initiative illuminated over 200 landmarks worldwide, including (top-bottom) Belvedere Castle, Austria; The Arena, Italy; and Los Angeles International Airport, USA |
Fifteen of The Estée Lauder Companies’ brands will sell Pink Ribbon Products to raise money for The Breast Cancer Research Foundation. They are Aveda, Bobbi Brown, Bumble and bumble, Clinique, Darphin, Donna Karan, Estée Lauder, Jo Malone, La Mer, Lab Series Skincare for Men, Ojon, Origins, Prescriptives, Tommy Hilfiger Toiletries and Sean John Fragrances.
These brands, along with others from the Lauder portfolio, will display counter information, distribute pink ribbons and hand out informational brochures regarding the importance of breast health.
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15 of The Estée Lauder Companies’ brands will sell Pink Ribbon Products in aid of The Breast Cancer Research Foundation, including Bobbi Brown, Tommy Hilfiger Toiletries, Clinique, Jo Malone and Estée Lauder. The brands will display counter information, distribute pink ribbons and hand out brochures regarding the importance of breast health | |
In October, The Estée Lauder Companies Senior Corporate Vice President Evelyn Lauder will appoint World Pink Ribbon Ambassadors in selected cities around the world to help spread the message that early detection saves lives.
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Star support: The campaign enjoys strong support from prominent celebrities who are fierce advocates for breast cancer awareness. Pictured at the BCRF Gala are (L-R) The Estée Lauder Companies Senior Corporate Vice President Evelyn Lauder, singer Elton John, Estée Lauder and BCA spokesmodel Elizabeth Hurley and actress Gwyneth Paltrow | |
These Ambassadors will be prominent politicians and celebrities who are fierce advocates for breast cancer awareness.
They will help illuminate famous landmarks in pink lights and introduce the BCA Campaign message to a new audience of young women and men in the hopes that early education will help save lives.
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Wear a Pink Ribbon. Make A Difference Listen to a one-off Moodie ‘Pinkcast’ |
“Today we are making more progress than ever,” stated Evelyn Lauder.
“While the American Cancer Society estimates that in 2007 more than 1.3 million people worldwide were diagnosed with breast cancer, the good news is that mortality rates continue to fall, and this is believed to be the result of early detection and more effective treatments.
“Women and men need to know that if breast cancer is found early, it’s 98% curable. That is why now, more than ever, we need to make our voices heard around the world.”
Elizabeth Hurley, spokesmodel for Estée Lauder and the Breast Cancer Awareness Campaign, will also play an integral role.
Each year, Hurley joins Evelyn Lauder to raise awareness in major cities around the globe. “We want to encourage everyone to wear a pink ribbon, buy a pink product and help us spread our awareness message,” she commented.
“We should tell every woman we know – whether our mother, grandmother, sister, daughter or girlfriend – that it is very important to check their breasts and that they need to go to their doctors for a mammogram every year, if they are over the age of 40. Don’t leave it for an extra year, because if you get a mammogram once a year, at the very latest your cancer is only 364 days old.”
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Evelyn Lauder and Elizabeth Hurley (centre) with a team of dedicated beauty advisors in Canada |
EVERY LITTLE HELPS – A LOT |
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This October, the Breast Cancer Awareness Campaign will unveil a new Public Service Announcement featuring Hurley, in which she will urge viewers and their friends to “join us” by wearing a pink ribbon. She will also stress the importance of getting an annual mammogram if over age 40, and getting regular breast checkups by a doctor.
The ‘World Pink. World Without Breast Cancer. Wear a Pink Ribbon. Make a Difference’ campaign was created by Marisa Acocella Marchetto, cartoonist and author of the graphic memoir Cancer Vixen, which tells the story of how she battled and triumphed over breast cancer.
Marchetto explained: “When I created the “World Pink” Campaign, I visualised a planet that is entirely pink and cancer free. If we are able to visualise it, then we are able to believe it and make it happen.”
For the second year in a row, Los Angeles-based sportswear company Splendid will join the BCA Campaign, creating a limited-edition ‘World Pink’-themed polka dot tank top to raise money for The Breast Cancer Research Foundation.
THE TRAVEL RETAIL ROLE
The travel retail channel will again help to raise awareness at counter, where pink ribbons and Breast Cancer Awareness bookmarks will be available for all consumers passing through airports.
In addition, this year the Lauder group’s travel retail partners have offered additional support through the sale of products dedicated to this campaign. Light boxes have been donated to display the campaign advertisement, and plasma screens in some terminals will carry the new Public Service Announcement featuring Elizabeth Hurley.
Evelyn Lauder concluded: “This October we will celebrate our 16th year in the fight against breast cancer and we are getting ever closer to our goal”¦ I firmly believe that our BCA Campaign is partially responsible for the increasing number of women and men who are surviving this disease.
“[My ultimate goal is] a world without breast cancer. I am completely optimistic that we will find a cure for breast cancer in our lifetime and The Breast Cancer Research Foundation will no longer need to exist.”
PUBLISHER’S NOTE: The Moodie Report is supporting the campaign with free advertising across our multi-media platform, linked to maximum editorial visibility and support.
NOTE: The Breast Cancer Research Foundation (BCRF) was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organisation dedicated to funding innovative clinical and translational research.
The Foundation supports scientists at top universities and academic medical centres worldwide conducting the most advanced and promising breast cancer research that will lead to prevention and a cure in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programmes. In October 2007, US$32 million was awarded to 151 scientists across the US and in Canada, Latin America, the Middle East, and throughout Europe. For more information, visit www.bcrfcure.org
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Why is this cause so important to you? Evelyn Lauder: We are on a mission to create a world without breast cancer. Every year, younger and younger women are being diagnosed with breast cancer. We need to reach these and all women with the message of early detection, because if breast cancer is detected early, it is 98% curable. Women need to check their breasts regularly and get a mammogram every year if they are over the age of 40. Why is it important to continue to raise awareness? Tell us about the importance of the Pink Ribbon as an awareness message and why women should wear it. What is the most exciting thing about The Estée Lauder Companies’ Breast Cancer Awareness Campaign? What is the significance of bathing monuments all over the world in pink light? Can you give us an overview of what the BCA Campaign has accomplished to date? What is the most important message you want to communicate? |
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