THE ESTÉE LAUDER COMPANIES’ 2014 BREAST CANCER AWARENESS (BCA) CAMPAIGN CAPTURES THE POWER OF STORYTELLING TO INSPIRE MEANINGFUL GLOBAL ACTION
Individuals Touched by Breast Cancer and Their Supporters Issue The 2014 BCA Campaign Call-to-Action: Hear Our Stories. Share Yours.
Over the past two decades, The Estée Lauder Companies’ BCA Campaign, launched by the late Evelyn H. Lauder, co-creator of the Pink Ribbon and founder of BCRF, has been a leading voice for breast cancer awareness around the world, sparking a global movement that has helped save millions of lives and fund groundbreaking breast cancer research. Today, The BCA Campaign is active in more than 70 countries and has raised more than $53 million to support global research, education and medical services, with nearly $42 million funding 166 BCRF research projects worldwide in the past 20 years. These funds have directly resulted in significant innovations and improvements in care, from the launch of an early-phase breast cancer vaccine trial to improved ways to assess risk in young girls from families with multiple cases of breast cancer.
The 2014 BCA Campaign unites the global breast cancer community around The Campaign’s core mission to defeat breast cancer through education and medical research. This year, The BCA Campaign is committed to raising $5 million to support breast cancer research, education and medical services worldwide by continuing to evolve its focus from enhanced awareness to increased action. This evolution exemplifies Evelyn H. Lauder’s belief that we become stronger in action when we join together. Her words, “It really is something that can never be done by any one person; it has to be done by a group,” still ring true today, and are the inspiration behind the “We’re Stronger Together” theme, which will remain an integral focus of The BCA Campaign in the years to come.
At the heart of The 2014 BCA Campaign is a global, interactive digital experience, brought to life through www.BCAcampaign.com and through Facebook, Twitter, YouTube and Instagram @BCAcampaign. www.BCAcampaign.com displays the authentic, personal stories of strength and support designed to empower others to speak openly about their experience and encourage them to share their story. The website also showcases stories submitted through social media using #BCAstrength. A series of compelling, documentary-style video tributes introduces the call-to-action “Hear our stories. Share yours.” through relatable and powerful stories of individuals touched by breast cancer, and the often-overlooked supporters who are also impacted by the disease.
Visitors to the site are encouraged to share their own stories through text, photos and videos as a way to honor support from friends, family members, co-workers, doctors, nurses, caregivers, loved ones—even the kindness of strangers. Individuals who share their stories on www.BCAcampaign.com will have the option of being considered for inclusion in The 2015 BCA Campaign, which will continue to use innovative storytelling to convey meaningful messages of gratitude and strength among the global breast cancer community. Details will be announced in early 2015.
Throughout the year, www.BCAcampaign.com will continue to spotlight relationships that exemplify how “We’re Stronger Together” in an effort to foster a unique, interactive breast cancer support community. This dynamic, storytelling hub will deliver an ongoing flow of inspirational and educational content year-round, while also encouraging donations in support of BCRF.
Each year, The BCA Campaign takes action to defeat breast cancer through a variety of fundraising and educational initiatives. In honor of The BCA Campaign’s 22nd anniversary this year, The Estée Lauder Companies will donate $1 toward education and medical research, up to a maximum donation of $22,000, to BCRF for every uplifting message or photo shared on Instagram or Twitter that includes #BCAstrength.
William P. Lauder, Executive Chairman of The Estée Lauder Companies stated, “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. This year’s BCA Campaign honors 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.”
Fabrizio Freda, President and CEO of The Estée Lauder Companies said, “There is something extraordinarily moving and undeniably universal about the energy that fueled Evelyn Lauder’s vision to make breast cancer a thing of the past. 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.”
Elizabeth Hurley, Global Ambassador for The BCA Campaign stated, “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. 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. Hearing each other’s stories and sharing them makes us all stronger, together.”
The emotionally engaging stories that form the centerpiece of The BCA Campaign come to life through print ads and documentary-style video tributes highlighting the supportive relationships that exemplify the “We’re Stronger Together” campaign theme. The advertising creative for The 2014 BCA Campaign was conceived by Creative Director, Aubyn Gwinn. Images were photographed by Christian Witkin. The digital campaign was created by Raison D’Être, which worked with its production partner Click 3X, to create and film The BCA Campaign videos, shot by Click 3X director, Jonathan Yi.
The following highly sought-after and iconic brands of The Estée Lauder Companies are contributing to The 2014 BCA Campaign by selling Pink Ribbon products or making donations: Aveda, Bobbi Brown, Bumble and bumble, Clinique, Coach, Darphin, Donna Karan Cosmetics, Estée Lauder, Jo Malone London, Lab Series Skincare for Men, La Mer, Origins, Prescriptives, Smashbox and Tom Ford Beauty. In true “We’re Stronger Together” spirit, these brands are united in their support of The BCA Campaign’s mission to defeat breast cancer through education and medical research.
Beginning in October 2014, global activations include:
- Buildings, monuments and landmarks worldwide will be illuminated in glowing pink lights to focus attention on the importance of breast health and early detection. In New York, for the first time in history, the iconic Pink Ribbon, co-created by the late Evelyn H. Lauder, will scroll across the mast of the Empire State Building. Additional illuminations include The Eiffel Tower in Paris, The Colosseum in Rome, The Bandra-Worli Sea Link in Mumbai, The Burj Al Arab in Dubai and The Peninsula in Hong Kong, among others.
- On October 1, William P. Lauder, Executive Chairman of The Estée Lauder Companies, will ring The New York Stock Exchange Closing Bell joined by four of the families touched by breast cancer who were featured in the Company’s 2014 BCA Campaign.
- New York State Governor Andrew M. Cuomo’s office will issue a Special Citation in recognition of The Estée Lauder Companies’ Breast Cancer Awareness Campaign and in grateful appreciation of Evelyn H. Lauder and her longstanding devotion to the critical cause of fighting breast cancer. New York City Mayor Bill de Blasio will issue a Proclamation declaring October 1 “The Estée Lauder Companies’ Breast Cancer Awareness Campaign Day” in New York City.
- Employees around the world will participate in walks, galas, auctions, concerts and other events to benefit BCRF and local breast cancer charities. The Company will also host a variety of workshops, seminars and trainings to raise awareness of breast cancer and early prevention.
THE ESTÉE LAUDER COMPANIES’ BREAST CANCER AWARENESS (BCA) CAMPAIGN
The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign was founded in 1992 by the late Mrs. Evelyn H. Lauder with the launch of the Pink Ribbon, the universal symbol for breast health. Devoted to the mission to defeat breast cancer through education and medical research and currently active in more than 70 countries, The BCA Campaign has raised more than $53 million to support global research, education and medical services; with nearly $42 million funding 166 Breast Cancer Research Foundation® (BCRF) research projects worldwide over the past 20 years. In addition to private donations, funds are raised through employee activities and donations, Pink Ribbon Product sales and contributions from many of The Estée Lauder Companies’ iconic brands.
For more information on The BCA Campaign, visit www.BCAcampaign.com or follow on Facebook: www.facebook.com/BCAcampaign, Twitter: www.twitter.com/BCAcampaign, Instagram: www.instagram.com/BCAcampaign and YouTube: www.youtube.com/BCAcampaign.
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. The Company’s products are sold in over 150 countries and territories under the following brand names: Estée Lauder, Aramis, Clinique, Prescriptives, Lab Series, Origins, M•A•C, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, Flirt!, GoodSkin Labs, Tom Ford, Coach, Ojon, Smashbox, Ermenegildo Zegna, Aerin Beauty, Osiao, Marni and Tory Burch.
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