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The 2014 campaign features four families who have been touched by breast cancer |
INTERNATIONAL. Today marks the official launch of The Estée Lauder Companies’ 2014 Breast Cancer Awareness (BCA) Campaign, for Breast Cancer Awareness Month and beyond. As was the case in 2013, this year’s theme is: “Let’s Defeat Breast Cancer. We’re Stronger Together.” The concept – described by the group as a resounding success on multiple levels – helped activate and engage consumers and employees around the globe.
The 2014 BCA Campaign will further embrace this concept with a multi-year, global initiative that honours individual women, men and families who have been touched by breast cancer – shining a light on very personal relationships that exemplify the idea of “We’re Stronger Together”.
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 e-Newsletter will also sport the new hue.
“The campaign creative revolves around the hopeful and compelling stories of four women who found life-affirming strength through the support of their loved ones,” The Estée Lauder Companies explained. “It is these intimate stories that will communicate personal and very powerful truths discovered through shared experience and life with breast cancer. Truths that we hope will motivate others to share their own stories of hope and determination, and support ELC BCA’s mission to defeat breast cancer through education and medical research.”
To date, the BCA Campaign has raised more than US$53 million to support global research, education and medical services worldwide; with nearly US$42 million funding 166 Breast Cancer Research Foundation (BCRF) research projects worldwide over the past 20 years. This year’s BCA Campaign is committed to raising US$5 million for potentially life-saving breast cancer research through the BCRF.
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To engage audiences emotionally with authentic storytelling that inspires and motivates consumer action, the 2014 BCA Campaign will feature documentary-style videos that communicate the personal stories of four families from diverse cultures and walks of life, who have been touched by breast cancer.
The videos, along with supporting digital/social media content, will serve as the creative anchor for the 2014 BCA Campaign and will encourage online and offline engagement by urging consumers to share their own stories through the BCA Campaign website and social channels, and to donate to fund breast cancer research, using the call-to-action: “Hear Our Stories. Share Yours.”
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This global digital experience, which demonstrates how individuals touched by the disease, and their supporters, experience it together and empower each other in profound ways, is central the 2014 BCA Campaign. “Breast cancer is never a one-sided story,” noted the company.
Other social media have a key role to play. For every uplifting message or photo for those affected by breast cancer uploaded to Instagram or Twitter (@BCAcampaign) using the #BCAStrength, The Estée Lauder Companies will donate US$1 to the BCRF, up to a maximum of US$22,000.
The late, great Evelyn Lauder launched The Estée Lauder Companies BCA Campaign in 1992, and co-created the now famous Pink Ribbon – the universal symbol for breast health. Until her passing in 2011, Mrs Lauder was also Chairman of BCRF, which she founded in 1993.
For two decades, the BCRF has been committed to fulfilling its mission: to achieve prevention and a cure for breast cancer in our lifetime by funding the most innovative clinical and translational research at leading medical centres worldwide, and increasing public awareness about good breast health.
Currently the BCRF spends 91 cents of every dollar on research and awareness programmes, and as of September 2014 has raised more than US$500 million.
“As we launch The Estée Lauder Companies’ 2014 Breast Cancer Awareness (BCA) Campaign, I find myself reflecting on the wisdom that I learned from my mother, Evelyn Lauder, whose vision and passion still guides our Company – and the breast cancer awareness movement – today,” noted ELC Executive Chairman William Lauder.
“When my mother first began speaking out about breast cancer, few people were talking about it openly or publicly. She held a strong belief that knowledge is power, and felt a responsibility to speak up and share the stories of women and families whose lives were touched by the disease. I have many memories of her sharing hopeful messages with me, whether in emails highlighting promising new research, or personal stories about friends or colleagues fighting the disease.
“This year’s BCA Campaign honours the spirit of knowledge, sharing and taking action, which was such an important part of my mother’s life. I know she wants us all to fight just as hard as she did to make sure these stories are heard and lives are saved.”
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The late, great Evelyn H. Lauder, co-creator of the Pink Ribbon and founder of the BCRF |
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William Lauder, Leonard Lauder and Fabrizio Freda support the group’s high-profile Global Landmark Illuminations Initiative |
He added: “Since my mother’s bold and courageous decision to launch The BCA Campaign, we have made so much progress. I see her vision in action each time a colleague finds strength and support through the BCA Campaign. When I hear these stories, I can’t help but think about my mother and how proud she would be to know that this effort lives on.”
“There is something extraordinarily moving and undeniably universal about the energy that fuelled Evelyn Lauder’s vision to make breast cancer a thing of the past,” noted ELC President and CEO Fabrizio Freda.
“When my mother first began speaking out about breast cancer, few people were talking about it openly or publicly. She held a strong belief that knowledge is power, and felt a responsibility to speak up and share the stories of women and families whose lives were touched by the disease.“ |
William Lauder Executive Chairman The Estée Lauder Companies |
“I see it every day, everywhere I go, amongst all of the employees of The Estée Lauder Companies around the world. There is a determination, a light, a real and personal commitment that is somehow understood in every language. The experience of breast cancer, whether it happens to you personally or touches someone you love – unites us beyond all measure, and the more I see this in action, the more I feel the strength we all share when we join together.”
Freda underlined: “The BCA Campaign is a global effort that touches and unites everyone within The Estée Lauder Companies and beyond – our employees, our consumers, breast cancer researchers, our retail partners and stakeholders – all aligned for one purpose: to defeat breast cancer.”
He concluded: “This company, and the legacy and values it instills, serves as inspiration to me every day, and the strength I have witnessed since being a part of this global family continues to affirm my belief that defeating breast cancer will happen in our lifetime. The BCA Campaign is at the heart and soul of our Company; we care about making a difference and saving lives worldwide.”
Global Ambassador Liz Hurley, who has been working with the BCA Campaign for nearly 15 years, has fully embraced Evelyn Lauder’s commitment for raising awareness – and funds.
“Each year, I have the wonderful pleasure of travelling the world to spread Evelyn’s message about breast health, education and the importance of medical research to find a cure,” she noted. “I meet countless people who have been touched by breast cancer, who have truly inspiring stories of strength, hope and courage. I admire them all and the support that they receive from their friends and loved ones who help them through such a difficult experience; that’s what being Stronger Together is all about for me.
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A selection of limited-edition pink products will be sold in travel retail, to raise both awareness and funds for the BCA Campaign and BCRF | |
“When we join together and fight together for a common goal, we really can accomplish anything, and I know Evelyn would feel the same way. Breast cancer knows no boundaries and does not discriminate, touching everyone in every country around the world. This year’s BCA Campaign is an opportunity to bring millions together worldwide – women, men, families, caregivers – empowering them to garner strength from one another.”
She added: “There really is so much we can learn and gain from talking to each other and from sharing personal stories of strength and support to inspire and help others. Breast cancer is something so many women and men go through together and hearing each other’s stories and sharing them makes us all stronger, together. Let’s keep these conversations going, let’s keep motivating each other and let’s keep doing everything we can to fund critical medical research so that we all may see a cure for breast cancer in our lifetime – every single cent helps.”
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As in previous years, The Estée Lauder Companies has created a selection of limited-edition pink products, which will be available in the travel retail channel, to raise both awareness and funds for the BCA Campaign and BCRF. Highlights include the Evelyn Lauder and Elizabeth Hurley Dream Pink Collection, from the flagship Estée Lauder brand. This features a Pure Color lipstick in the limited-edition Dream Pink shade, plus two mini Pure Color Nail Lacquers in limited-edition Blushing Lilac and Berry Hot.
Other items include the Evelyn Lauder Dream Compact, Advanced Night Repair Synchronized Recovery Complex II & Pink Ribbon Keychain (both Estée Lauder) and the Aveda Limited-Edition Hand Relief.
For more information visit www.BCAcampaign.com
