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The 2015 campaign “Every Action Counts” encourages the world to fight against breast cancer year-round |
INTERNATIONAL. Today marks the official launch of The Estée Lauder Companies’ 2015 Breast Cancer Awareness (BCA) Campaign, for Breast Cancer Awareness Month and beyond. This year’s theme is “Every Action Counts”, an extension of last year’s “Let’s Defeat Breast Cancer. 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.
The 2015 BCA Campaign celebrates every initiative, big or small, in the fight against breast cancer. It unites and empowers the global community to take action throughout the year. The print campaign showcases the ways that people around the world are taking action to support The Estée Lauder Companies’ BCA Campaign and their collective power.
“This year, The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign focuses on action, which leads to impact, a belief that was so important to my late mother, Evelyn H. Lauder,” The Estée Lauder Companies Executive Chairman William Lauder explained. “When my mother first began bravely speaking out about breast cancer more than two decades ago, few people were talking about it openly or publicly. Dedicated to the belief that knowledge is power, she worked hard toward her vision for a world without breast cancer and in the process she became a voice for women, men and families everywhere who had been touched by the disease.”
To date, the BCA Campaign has raised more than US$58 million to support global research, education and medical services worldwide; with nearly US$46 million funding 185 Breast Cancer Research Foundation (BCRF) research projects worldwide over the past 21 years. This year’s BCA Campaign is committed to raising US$6 million for potentially life-saving breast cancer research through the BCRF.
Social media will play a key role in promoting the campaign. For every action submitted on BCAcampaign.com and unique post on Instagram or Twitter with the hashtag #BCAstrength between 1 October and World Cancer Day on 4 February 2016, The Estée Lauder Companies will donate US$25 to fund 30 minutes of breast cancer research through the Breast Cancer Research Foundation (BCRF). The goal is to fund up to 500 research hours (US$25,000) through the support of our global digital community.
Throughout the year, actions submitted via BCAcampaign.com and on Instagram or Twitter using the hashtag #BCAstrength will be collectively featured in a feed on BCAcampaign.com.
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For every post on social media saying #BCAstrength, Lauder will donate US$25 to fund 30 minutes of breast cancer research through the Breast Cancer Research Foundation (BCRF) |
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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 more than 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 to date has raised more than US$560 million.
Global Ambassador Liz Hurley, who has been working with the BCA Campaign for nearly 20 years, has fully embraced Evelyn Lauder’s commitment for raising awareness – and funds.
“Each year, I have the pleasure of travelling the world to spread the BCA Campaign’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 and speak with researchers who are making such strides in the fight to eradicate this disease from our lives. I’m so inspired by these individuals and all the ways they’re supporting the cause and encouraging those around them to do the same; that’s what being Stronger Together is all about.”
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The late Evelyn Lauder (left) with son William and BCA Campaign Ambassador Liz Hurley |
“When we join together and take action together for a common goal, we really can accomplish anything, and I know Evelyn would feel the same way. This year, I will be encouraging women and men around the world to show how our each of our actions can have an impact in the fight against the disease. We persevere today with the same dedication and commitment that Evelyn had.”
She added: “This year’s BCA Campaign is an opportunity to unite millions of women, men and families worldwide in the simple, but powerful idea of taking action, and showing the larger impact that all of our individual actions can have.”
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 Evelyn Lauder and Elizabeth Hurley Dream Pink Collection which features three mini Pure Color Envy Sculpting Lipsticks housed in a pink bag with cross-body strap.
Other items include the Evelyn Lauder Dream Pin and Estée lauder Resilience Lift Night Firming/Sculpting Face and Neck Crème with Pink Ribbon Bracelet.
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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 |
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