INTERNATIONAL. Today marks the launch of the 2019 Estée Lauder Companies’ Breast Cancer Campaign under the call to action #TimeToEndBreastCancer. As in previous years, The Moodie Davitt Report is turning pink for the month of October in support of the Campaign and key brand partner Estée Lauder. As reported, we have also unveiled two key Corporate Social Responsibility projects for 2019 and 2020 – #thinkpinkTR and the Travel Retail Pinkathlon 2020 (more on these below).
Since 1992, The Estée Lauder Companies has been uniting people around the mission to create a breast cancer-free world. The beauty company has been inspiring action and helping to fund research that will bring a cure closer.
The Estée Lauder Companies has been a leader in the global breast cancer movement since Evelyn H. Lauder co-created the Pink Ribbon and started The Breast Cancer Campaign (The Campaign) in 1992. A year later, she founded the Breast Cancer Research Foundation (BCRF), the highest-rated non-profit breast cancer organisation in the US, dedicated to advancing research to eradicate breast cancer.
The Campaign has raised more than US$79 million to support global research, education and medical services through the collective support of consumers, employees and partners worldwide, with more than US$65 million funding 260 medical research grants through BCRF. This year the Campaign aims to raise another US$9 million globally.
The company noted that every 15 seconds, somewhere in the world, a woman is diagnosed with breast cancer. Mortality rates from breast cancer have declined by -40% among women since the late 1980’s and BCRF-funded researchers have been involved in every major breakthrough, diagnosis, treatment and survivorship. Important messages about early detection are saving lives, added the company – five-year survival rates are better than 90% with early detection.
Breast cancer is the most common cancer in women worldwide and is increasing particularly in developing countries where the majority of cases are diagnosed in late stages. It is the second most common cancer overall. Men are also touched by the disease – their lifetime risk of getting breast cancer is about 1 in 833.
The Estée Lauder Companies Inc. Executive Chairman William P. Lauder said: “The Breast Cancer Campaign is an expression of the best of what we do as a company. My mother, Evelyn Lauder, had a vision to end breast cancer when she started The Campaign in 1992. Since then, we have been pioneers in the breast cancer movement, driven by our passionate employees, partners and consumers around the world. I am so proud that her legacy lives on as we remain committed to making sustainable investments in research, education and medical services to bring us closer to eradicating this disease.”
The awareness-raising campaign features several key elements:
- The launch of a new social media call to action to rally supporters around the world to participate and raise funds through the simple action of drawing a Pink Ribbon on the back of their hand using pink lipstick, sharing why it’s #TimeToEndBreastCancer and posting a photo on Instagram also with #ELCdonates.
- For every public, in-feed Instagram post during the month of October featuring both #TimeToEndBreastCancer and #ELCdonates together, @esteelaudercompanies will donate US$25 (a half hour of research) up to US$250,000 to @bcrfcure. US$250,000 will fund a one-year BCRF research grant.
- Illumination of buildings, monuments and landmarks worldwide in glowing pink lights to raise awareness of breast health – including the Empire State Building, New York City, the Eiffel Tower, Paris, and Kiyomizu-dera Temple, Kyoto;
- Distribute informational brochures and pink ribbons at The Estée Lauder Companies’ beauty brand counters worldwide;
- Mobilise 48,000 employees to positively impact communities and unite in action;
- Drive donations to BCRF through ELCompanies.com/BreastCancerCampaign.
The Campaign’s longtime Global Ambassador Elizabeth Hurley said: “I am honoured to represent The Breast Cancer Campaign and help bring attention to the powerful work The Estée Lauder Companies does each year to unify and activate the global community around the cause.
“Every time someone shares with me that they got a mammogram because they heard our messages, or unfortunately tells me that they have been diagnosed with breast cancer, I’m reminded of why we must continue Evelyn’s mission. I’ve seen research we are funding in action, spoken to many leaders in the field and know how hopeful they all remain – we are making real progress towards a cure and must continue to fund that advancement.”
The Estée Lauder Companies Inc. President and Chief Executive Officer Fabrizio Freda said: “The Estée Lauder Companies has long been committed to making an impact on communities around the world, and our efforts through The Breast Cancer Campaign are a reflection of that purpose and underscore the Company’s family values and culture. We will continue to strive towards fulfilling the mission of The Campaign to create a breast cancer-free world.”
This year, 19 of the The Estée Lauder Companies’ beauty brands will support The Campaign’s mission: 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, RODIN olio lusso, Smashbox, and Tom Ford Beauty. Each will contribute by selling Pink Ribbon Products or making donations to BCRF and/or other charitable organisations around the world. The assortment differs by country and organisation.
To learn more about The Estée Lauder Companies’ Breast Cancer Campaign, visit ELCompanies.com/BreastCancerCampaign
As noted above, The Moodie Davitt Report has proudly unveiled two key Corporate Social Responsibility projects for 2019 and 2020 – #thinkpinkTR and the Travel Retail Pinkathlon 2020.
In the first programme, we are urging the worldwide travel retail community to turn pink in October, starting with this week’s TFWA World Exhibition in Cannes.
- Our team will all be wearing (at least) one pink item throughout Cannes – with co-owners Martin Moodie and Dermot Davitt donning pink socks donated byHappy Socks (including pink versions of the Thumbs Up and Pink Panther lines) and giving away pairs to retailers they interview.
- We are encouraging all travel retail executives at Cannes and The Trinity Forum (30-31 October in Doha) to wear a pink item or ribbon and for the travel retail community around the world to adopt pink in some way during the month.
- For the most stylish pink outfit in Cannes, we will donate US$1,500 to the breast cancer charity of the wearer’s choice.
- We will pledge a similar cash/charity prize to the best#thinkpinkTR initiative around the travel retail world in October.
- We will publicise all such initiatives on our website and social media platforms.
- All Moodie Davitt Report media, from our website to eZines and print magazines will ‘turn pink’ to an unprecedented degree throughout October.
- All Moodie Davitt Report email communication will be conducted in pink through October to maximise awareness of the cause.
- Our October print and online magazine features an exclusive interview with The Estée Lauder Companies Executive Chairman William P. Lauder, who talks passionately about the extraordinary programme founded by his mother Evelyn H. Lauder (this interview also appears online today).
Start training now for the Travel Retail Pinkathlon 2020
The Moodie Davitt Report today also proudly announces the Travel Retail Pinkathlon to be held in October 2020. All monies raised will go to Breast Cancer charities.
The event is a follow-up to the hugely successful Moodie Multi-National Marathons of 2011 and 2012 and Great Travel Retail Educathlon 2013, which collectively raised over a million dollars and generated critical visibility for various charities including Hand in Hand for Haiti; the SOS Children’s Villages in Brazil; the Alia Primary School, Bahrain; the Lotus Flower Trust in India; and the Karatas Village School, Turkey.
