The Estée Lauder Companies has announced it will launch an online marketing campaign (under the slogan “World Pink. World Without Breast Cancer. Wear a Pink Ribbon. Make a Difference.”), in conjunction with online partners during October, Breast Cancer Awareness Month, to educate women about the importance of early detection for the disease and to raise research funds for The Breast Cancer Research Foundation.
The Breast Cancer Awareness Campaign (BCA) will take place in partnership with TotalBeauty.com, Brickfish, Slide, Yahoo! Shine, Drive PM Networks, Range Online Media, the BeautyBlogNetwork and most of The Estée Lauder Companies’ brand Web sites. Through the online networking opportunities, breast cancer survivors will be invited to share their stories, photos and videos. BCA’s message will also spread through Slide, a publisher of applications for social networks such as MySpace and Facebook. In addition, shareable public service announcements from Elizabeth Hurley, spokesmodel for the campaign, will urge women to receive regular mammograms. Sweepstakes and special “pink” product boutiques for online purchase will also support the cause.
“Every year younger and younger women are being diagnosed with breast cancer,” says Evelyn Lauder, senior corporate vice president, The Estée Lauder Companies, and founder and chair, The Breast Cancer Research Foundation. “We want to reach all women with the message of early detection, because if a breast cancer is detected early, it’s 98% curable. We also want to encourage them to see a breast specialist if they find a lump. These new online partnerships will provide a platform with the goal of inspiring a new generation of supporters to relay the message in new and unique ways.”