Estee Lauder continues breast cancer awareness efforts

Conceived for the second year by James Gager, senior president and creative director of M.A.C., the ad image of this campaign was shot by world-renowned photographer Michael Thompson. This year’s campaign theme reaffirms ‘Together we are strong’, ‘Together we can do more’, ‘Together we can find a cure’.

The Estee Lauder Companies’ breast cancer awareness campaign's call-to-action represents the importance of people joining as one to support friends, family and loved ones to fight this terrible disease.

In Malaysia, several workshops have been held since June, in conjunctions with the breast cancer awareness campaign.

Throughout the month of October, Estee Lauder will distribute pink ribbons and breast self-examination cards at all its brands’ counters, with the exception of M.A.C.

It will also be lighting up KL Tower, Sultan Abdul Samad Buidling, Pavilion KL and part of Jalan Bukit Bintang, in an effort to spotlight the campaign. It is part of the annual “Global landmarks illumination” initiative, whereby historic landmarks are coloured in pink to focus global attention towards this issue.

It will then organise a fundraising event, entitled ‘Raising funds: Fashion’s pink night out’, with pink passports burgeoning with promotional vouchers from retails outlets in Pavilion K.L. and Fahrenheit 88.

Estee Lauder is also working with One Academy to design limited edition Pink Ribbon shopping tote, to help promote local creative talent. The final students were given a free reign to design. The best work will be displayed in Pavilion KL.

A charity golf tournament will be held on 25 Oct at Kuala Lumpur Golf & Country Club. This key event helps to generate thousands of ringgit.

Started in Malaysia since 1996, the Estee Lauder Companies’ breast cancer awareness campaign promotes early detection of breast cancer, and has since distributed more than 600,000 breast self-examination instructional cards and pink ribbons.

Globally, the campaign was first launched in October 1992 by Evelyn Lauder, senior corporate VP at Estee Lauder Companies, and Alexander Penney, the then editor of Self magazine.

They co-created the symbolic pink ribbons for the campaign, which has now extended to over 40 countries to educate women worldwide about the need for early detection and treatment of breast cancer.