Estée Lauder Companies’ Breast Cancer Awareness Campaign – World Pink Mosaic
The Estée Lauder Companies’ Breast Cancer Awareness Campaign’s is launching an unprecedented “World Pink Mosaic” on October 1, 2009 – the centerpiece of its 2009 global online effort — to kick off Breast Cancer Awareness Month. In keeping with the theme of the Company’s Breast Cancer Awareness Campaign: “World Pink. World Without Breast Cancer.™” the Company is planning to create the world’s largest online photo mosaic in the shape of a Pink Ribbon, with participants from around the world sharing their support for breast health and the desire for a world without breast cancer. The online campaign will reach an estimated 200 million people worldwide.
Mrs. Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and Founder and Chairman of The Breast Cancer Research Foundation stated, “I’m thrilled that we will be extending The Estée Lauder Companies’ Breast Cancer Awareness Campaign to new lengths this October by reaching millions of women and men worldwide with the lifesaving message of the importance of breast health and early detection through the World Pink Mosaic in the shape of the ubiquitous Pink Ribbon. The Estée Lauder Companies’ Breast Cancer Awareness Campaign has now distributed more than 100 million Pink Ribbons — and this online initiative allows us to reach people on every corner of the earth. Join Us! Knowledge is power and early detection saves lives.”
Building on the success of its first comprehensive digital marketing effort in 2008, people from around the world can submit their photo into this virtual mosaic as a simple means of donning a virtual pink ribbon and lending their participation and support to this global cause. Participants can distinguish themselves within the mosaic as either “supporter,” “survivor” or one “touched” by this disease, through photo frames in different shades of pink or white. As submissions are uploaded, they become part of a virtual tapestry that will take the shape of a giant Pink Ribbon. Individuals can, in turn, share their participation with friends and family by posting it to their social networking profiles, sending a link to Twitter or emailing it.
The World Pink Mosaic will be accessible through multiple locations on the web, including The Breast Cancer Research Foundation’s official website (www.bcrfcure.org), Brickfish.com, the social media platform provider of the campaign, and 15 Estée Lauder Companies brands’ websites (a complete list is below).
To drive awareness and excitement around the World Pink Mosaic, the Company plans a comprehensive Twitter effort for the month (Twitter.com/WorldPink2009) beginning on October 1, along with social media outreach extending to Facebook and the blogging community. In addition, participating Estée Lauder Companies brands will be supporting the program via email, search engine marketing and website promotion. Banner ads calling attention to the World Pink Mosaic are expected to deliver upwards of 200 million impressions, running across a range of publisher sites, ad networks, mobile networks and social networking sites.
The Estée Lauder Companies’ 2009 Online Breast Cancer Awareness Campaign is being made possible through the generous support of several key online media and agency partners: Brickfish, Tender Creative, phd Media, Attention! Social Media Marketing and Range Online Media. In addition, numerous online media sites, and networks donated advertising inventory to help support the cause and drive World Pink Mosaic participation.
The Estée Lauder Companies’ 2009 Breast Cancer Awareness Campaign, “World Pink. World Without Breast Cancer.™ Wear a Pink Ribbon. Make a Difference.” encapsulates the spirit of bringing people together from all walks of life to find a cure for breast cancer. Breast cancer knows no barriers and does not discriminate. It does not care about the color of your skin, the country you live in or whether you are young or old. This October, the BCA Campaign will be present in over 70 countries and will unite around one common goal: to reach every corner of the world with the message about the importance of early detection and to raise significant funds for research in order to attain a world without breast cancer. Fifteen of The Estée Lauder Companies’ highly sought-after brands will sell Pink Ribbon Products to raise money for The Breast Cancer Research Foundation. October 2009 also marks the 10 Year Anniversary of The Estée Lauder Companies’ Global Landmark Illumination Initiative whereby more than 200 landmarks worldwide will be illuminated in pinks lights to spread the message that early detection saves lives. Knowledge is Power.
The following Estée Lauder Companies Inc. brand websites will be hosting the 2009 World Pink Mosaic:
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 140 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, American Beauty, Flirt!, Good Skin™, Grassroots Research Labs, Sean John, Missoni, Daisy Fuentes, Tom Ford, Coach and Ojon.
The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organization dedicated to funding innovative clinical and translational research. In October 2009, nearly $29 million will be awarded to more than 170 scientists across the United States and Europe and in Australia, Canada, Latin America and the Middle East. BCRF perseveres in directing at least 85 cents of every dollar raised directly to research. And for the eighth consecutive year, BCRF received Charity Navigator’s highest rating, four stars, thus outperforming over 99.8% of the 5,400 evaluated charities, while the American Institute of Philanthropy has awarded BCRF its highest possible rating of A+. BCRF is the only breast cancer organization in the U.S. to receive these accolades. For more information about BCRF, visit www.bcrfcure.org.