The Estée Lauder Companies (ELC) will launch digital events and initiatives as part of its annual Breast Cancer Campaign.
The company underlined its commitment to the cause given that the breast cancer community now faces more risk and vulnerability this year due to the COVID-19 pandemic.
This year’s campaign will include global digital events and activations to drive engagement and support, plus social-media initiatives with the hashtags #TimeToEndBreastCancer and #ELCdonates to help raise funds for the Breast Cancer Research Foundation (BCRF).
For every public, in-feed Instagram or Facebook post during the month of October, featuring both hashtags together, ELC will donate $25 to BCRF, up to $100,000.
The campaign will also see landmarks worldwide lit up in pink to raise awareness of breast health, including the Empire State Building in New York and the Eiffel Tower in Paris.
The company will also continue to produce and distribute informative materials and pink ribbons worldwide, in addition to driving donations to BCRF through ELCompanies.com/BreastCancerCampaign.
Twenty ELC brands will support the campaign. Each will sell Pink Ribbon Products or make donations to BCRF and/or other charitable organizations around the world.
Evelyn H. Lauder co-created the Pink Ribbon and started ELC’s annual Breast Cancer Campaign in 1992. The campaign has raised more than $89m globally for research, education and medical services, with more than $73m funding 293 medical research grants through the BCRF, which was founded by Lauder in 1993.