"Courage. Believe in a world without breast cancer. Know we’re here until it’s true." Those are the strong words of Estée Lauder’s support for Breast Cancer Awareness.
The late Evelyn H. Lauder, daughter-in-law of Estée Lauder, co-created the Pink Ribbon, a global symbol for Breast Cancer Awareness. Back in 1992, thousands of women suffered and died from the silent killer, and Evelyn Lauder believed that “knowledge is power" and that heightened awareness of the said disease would prevent breast cancer deaths. To wit: Early detection of breast cancer has a 90% survival rate. On the 20th Anniversary of Estée Lauder’s Breast Cancer Awareness (BCA) Campaign, Mrs. Lauder’s legacy lives on.
To mark the BCA Campaign’s 20th Anniversary, The Estée Lauder Companies, Inc. took advantage of social media to continue their advocacy. Called 20 Years of COURAGE: Past.Present.Future, it utilized social media's swift and engaging information dissemination during this golden age. While centered on Facebook, extends to Twitter, Instagram, and Viddy too, via the hashtag #BCA20. Images and videos may be uploaded by the ELC BCA and users themselves. It also covers website and e-mail promotion support from their brands like Estée Lauder, Bobbi Brown, La Mer, and Clinique, as well as global display advertising including special partnerships with websites. The ELC BCA Campaign’s Facebook page features an interactive Facebook Timeline that illustrates the 20 years' worth of milestones devoted by ELC to defeat breast cancer through education and medical research. Aside from this, ELC encourages individuals from around the globe to courageously share their own personal milestones and motivational stories of how they’ve been changed by breast cancer. Also, The Breast Cancer Research Foundation® will be receiving $1 up to a maximum of $25,000 for every post on The BCA Campaign’s interactive timeline on Facebook during the month of October, a.k.a. Breast Cancer Awareness Month.
William P. Lauder, Executive Chairman of The Estée Lauder Companies, Inc. enthuses, "My mother would be overcome with appreciation as we further the BCA Campaign’s mission of bringing worldwide attention to breast health and early detection through this groundbreaking interactive digital campaign. 20 years ago, breast cancer was only spoken about in whispers; today, social media allows millions to be instantly informed and educated with this critical, life-saving message."
Active in more than 70 countries, the BCA Campaign has raised more than $35 million to fund 140 Breast Cancer Research Foundation® grants for medical research. In 2012 alone, it has supported 12 research grants across the globe. They will continue spreading its lifesaving awareness message globally until breast cancer ceases to exist.