Manila, Philippines - The Estée Lauder Companies celebrates the 20th anniversary of its global Breast Cancer Awareness (BCA) campaign. The 2012 campaign theme is “Courage. Believe in a world without breast cancer. Know we’re here until it’s true. ” This year’s bold, empowering message highlights the company’s 20-year commitment to defeating breast cancer through education and medical research, and celebrates the life and legacy of BCA campaign founder and Pink Ribbon co-creator Evelyn H. Lauder.
This milestone BCA campaign is dedicated to the tremendous courage of Evelyn Lauder and her unwavering commitment to eradicate breast cancer. In 1992, during a time when thousands were dying of the disease yet it was only spoken about in whispers, she launched The BCA campaign to raise awareness for the disease, encouraging women everywhere to practice breast health, while working tirelessly to raise funds for the critical research needed to find a cure. Twenty years later, the BCA campaign continues to carry on Evelyn Lauder’s mission, inspiring women and men alike to find the courage and encourage others to tenaciously fight for a world free of breast cancer.
The BCA campaign is active today in more than 70 countries, raising more than $35 million to fund 140 Breast Cancer Research Foundation grants for medical research — this year alone supports 13 research grants across the globe. The BCA campaign will continue spreading its lifesaving awareness message globally in the hope of a world in which breast cancer no longer exists.
The 2012 BCA campaign was conceived by Jim Nevins, senior vice president, global creative director of Clinique, and Aubyn Gwinn, executive director, Clinique Print Design with image photographed by Patric Shaw.
William Lauder, executive chairman of The Estée Lauder Companies, states, “I am honored to dedicate this year’s BCA campaign to my mother, Evelyn Lauder, a courageous pioneer. We also want to commemorate all those who have shown courage — whether personally facing breast cancer, bravely standing by a loved one inflicted with the disease or fearlessly spreading the word about breast health. We are proud to look back at the enormous progress that The Estée Lauder Companies has made over the last 20 years in educating millions of people globally about the importance of breast health and that early detection saves lives. I believe my mother would emphasize that the 2012 BCA campaign empowers us all to be courageous in the face of this terrible disease, persevere in the fight against it — and believe in a future free of it.”
Fabrizio Freda, president and CEO, The Estée Lauder Companies adds, “Evelyn Lauder’s determination and commitment to the BCA campaign lives on in our employees, consumers, retail partners, and corporate stakeholders who continuously demonstrate Evelyn’s high-touch dedication and passion to take action against this disease. The BCA campaign is devoted to defeating breast cancer through education and medical research, and this year’s call to action for ‘courage’ universally resonates with audiences across generations, cultures, and communities. On the 20th anniversary of the BCA campaign, I am proud that our company remains steadfast in providing the latest information in breast health education and raising critical funds for medical research, so we can end breast cancer in our lifetime.”