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The Estee Lauder Companies’ Breast Cancer Awareness Campaign Announces Unprecedented Online Marketing Campaign for Breast Cancer Awareness Month

September 29, 2008

The Estee Lauder Companies’ Breast Cancer Awareness Campaign (BCA) announces an unprecedented online marketing campaign in partnership with leading media companies and web destinations to connect with new and younger audiences to heighten the awareness of, and the education on, the importance of the early detection of breast cancer.

This comprehensive digital effort partners with highly trafficked social media and social networking platforms: TotalBeauty.com, Brickfish, Slide, Yahoo! Shine, Drive PM Networks, Range Online Media, the BeautyBlogNetwork, along with the majority of Estee Lauder Companies’ brand sites, will expand the BCA Campaign’s word-of-mouth message and allow individuals to share inspirational stories of survivorship.

“Every year younger and younger women are being diagnosed with breast cancer. We want to reach these women and all women with the message of early detection because if a breast cancer is detected early, it’s 98% curable. We also want to encourage them to see a breast specialist if they find a lump. These new online partnerships will provide a platform with the goal of inspiring a new generation of supporters to relay the message in new and unique ways,” states Evelyn Lauder, Senior Corporate Vice President, The Estee Lauder Companies and Founder and Chairman, The Breast Cancer Research Foundation.

The highlights of this campaign include:

A viral user-generated content based campaign themed: “Share a Survivor Story, Inspire the World.” Created in partnership with social media company Brickfish, this public service social media contest will encourage individuals to share inspirational stories, photos and videos about how breast cancer has affected them or someone they love. User entries can be voted on, shared and posted. Prizes will be awarded for iconic survivorship stories. The campaign will also be hosted on aveda.com, clinique.com, darphin.com, esteelauder.com, ojon.com, origins.com, prescriptives.com and supported through display advertising on Yahoo!, TotalBeauty.com, and through the Drive PM ad network.

Breast Cancer Awareness Campaign incorporated into leading applications: Slide, the world’s largest publisher of applications for social networks, will spread the BCA message to tens of millions of users on MySpace, Facebook and several other social networks through the applications SuperPoke!, TopFriends and FunSpace. Among exclusive product features for the month of October, the SuperPoke! sheep will don a BCA t-shirt and users will be able to poke their friends (virtual) pink ribbons, originally created in 1992 by Mrs. Evelyn Lauder and Alexandra Penney, former editor-in-chief of Self magazine.

An exclusive “pink” products boutique, sweepstakes and educational content on TotalBeauty.com: The largest unbiased catalog of beauty products online for women, TotalBeauty.com will offer a special boutique of all fifteen BCA 2008 Pink Ribbon products, enabling visitors to purchase online while raising funds for The Breast Cancer Research Foundation (BCRF), in addition to running a month-long quiz with dedicated content around breast cancer awareness.

Shareable Public Service Announcement from Elizabeth Hurley, Spokesmodel for Estee Lauder and The Estee Lauder Companies’ Breast Cancer Awareness Campaign: During the PSA, Ms. Hurley urges viewers and their friends to wear a pink ribbon and stresses the importance of having your breasts checked regularly and annual mammograms if over the age of 40. The PSA will be available for download and can be sent as a sharing tool through the user-generated content campaign on Brickfish.com, and through Slide’s FunSpace on Facebook.

Detailed product reviews to drive awareness and excitement will come through the Total Beauty blog community and The Beauty Blog Network, whose beauty blogs will feature BCA Pink Ribbon product offerings and campaign communications. Contests run will run during the month of October on participating blog sites.

Exclusive interviews from inside the BCA Campaign will be featured on Yahoo! Shine.

The Estee Lauder Companies’ 2008 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. Fifteen of The Estee Lauder Companies’ highly sought-after brands will sell Pink Ribbon products to raise money for The Breast Cancer Research Foundation. This October, the BCA Campaign will be present in over 65 countries and will unite around a 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 in the not too distant future.

The Estee 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, Estee 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(TM), Grassroots, Sean John, Missoni, Daisy Fuentes, Tom Ford, Mustang, Coach, Ojon and Eyes by Design.

The Breast Cancer Research Foundation(R) was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit 501(c) (3) organization dedicated to funding innovative clinical and translational research. The Foundation supports scientists at top universities and academic medical centers worldwide conducting the most advanced and promising breast cancer research that will lead to prevention and a cure in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programs. In October 2008, nearly $35 million will be awarded to 165 scientists across the United States and in Australia, Canada, Latin America, the Middle East, and throughout Europe. And for the seventh consecutive year, BCRF received Charity Navigator’s highest rating, four stars, thus outperforming over 99% of the 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, visit www.bcrfcure.org or call 1.866.FIND.A.CURE.




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