The Estée Lauder Companies (ELC) has launched its 2021 Breast Cancer Campaign.
ELC has been a corporate leader in the global breast cancer movement since Evelyn H. Lauder co-created the Pink Ribbon and started the campaign in 1992. The campaign now supports 60 organizations worldwide and has raised more than $99m globally. More than $80m in funding has gone to 321 medical research grants through the Breast Cancer Research Foundation (BCRF), the non-profit breast cancer organization founded by Lauder in 1993.
As part of this year’s campaign, ELC is launching a new social-media call to action. It asks users to use a pink lipstick to draw a ribbon, take a photo of it and share it on Instagram or Facebook. Participants also need to use the hashtags #TimeToEndBreastCancer and #ELCdonates and tag up to five people.
For every Instagram or Facebook post made during the month of October, ELC will donate $25 to BCRF up to $150,000.
The company and the Lauder family will also invest $1m over two years towards research to help eliminate breast cancer disparities.
Additionally, ELC will illuminate buildings, monuments and landmarks worldwide in pink lights to raise awareness, including the Empire State Building in New York and the Eiffel Tower in Paris, among other efforts.
This year, 19 ELC brands will support the campaign by selling Pink Ribbon products or making donations to BCRF or other organizations.