EMPOWERING AND ENLIGHTENING WOMEN EVERYWHERE

The Estée Lauder Companies’ Breast Cancer Awareness Campaign is a worldwide effort in over 70 countries that raises awareness about the importance of breast health and how early detection can save lives.

Launched in 1992, it emphasizes the power of many millions of people joining together around the world with one voice to spread this all-important message. From 1993 to October 2011, the campaign will have raised close to $50 million in contributions to the Breast Cancer Research Foundation (BCRF) by the Estée Lauder Companies’ brands and employees globally and through fundraising initiatives with retail partners.

Evelyn Lauder, Senior Corporate Vice President of ELC declared, “Together we are stronger. Together we can do more. Together we can find a cure. Our 2011 BCA 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. The World Health Organization (WHO) reported in 2008 that breast cancer was one of the top five cancer-related deaths worldwide. Approximately 1.3 million cases of breast cancer will be detected worldwide each year and it is our hope that this number only continues to diminish for a future free of breast cancer. Imagine the incredible impact that we can have on many millions of women and men around the world by spreading the message of the importance of breast health and that early detection saves lives.”

Elizabeth Hurley, spokesperson for Estée Lauder and The Estée Lauder Companies’ Breast Cancer Awareness Campaign, encourages women, “Awareness and early detection, along with raising more funds to find a cure, are the key components to conquering this disease. I look forward to a future free of breast cancer.“

It’s an unbreakable bond that transcends time, place, or hardship, a union marked by strength, support and compassion. The ties of sisterhood are the greatest connections formed among women, eclipsing mere friendship. In conjunction with its 2011 Global Breast Cancer Awareness (BCA) Campaign in October, ELC will leverage on the solidarity of sisterhood – a move reflected in its theme:

Together. Connect. Communicate. Conquer. For A Future Free of Breast Cancer.

Below, I have a set of 10 questions and answers with both Evelyn Lauder and Elizabeth Hurley. Hopefully by end of this post, the questions you have in your mind would have been answered.

Q&A with Evelyn Lauder
Senior Corporate Vice President, The Estée Lauder Companies Inc.
Founder and Chairman, The Breast Cancer Research Foundation®

Q: Why is it so important to continue to raise awareness?

A: Breast cancer continues to be the most commonly diagnosed cancer in women excluding skin cancer. The good news is that the mortality rate continues to decline. This is believed to be the result of early detection and more effective treatments. We know that if a localized breast cancer is detected early, it is 98% curable. We need to make our voices heard around the world by reaching everyone with the message that early detection saves lives and by giving as much support as we can to do research. We must rid the world of this disease in our lifetime.

Q: What was the inspiration behind this year’s Breast Cancer Awareness theme?

A: Last year, our focus was “Connect. Communicate. Conquer. Prevent Breast Cancer One Woman At A Time.” This year, we wanted to raise the bar by pulling TOGETHER as many people as possible to unite for this cause. Imagine how loud our voices would be if we unite to spread the message of the importance of breast health and that early detection saves lives. We will make an even bigger impact, save more lives and raise even more funds to rid the world of breast cancer once and for all!

This October, during Breast Cancer Awareness month, it is my hope that everyone can join Together in unison for this cause. If we all connect and communicate with everyone we know, and show support through wearing a Pink Ribbon, we can obtain a future free of breast cancer.

Q: Why did you choose pink as the symbol colour for the BCA Campaign and the Pink Ribbon?

A: When a baby is born, boys are associated with the color light blue and girls with the color light pink. Because pink is the color that represents femininity, it was a natural choice to represent awareness of breast cancer, which affects women so predominantly. Eventually, I turned the color of our Pink Ribbon to hot pink to symbolize my drive to turn up the heat on breast cancer and raise awareness with ferocity. Making the color so brilliant stressed how important it is to find a cure. This year, a blue stone has been added to our Estée Lauder Jeweled Pink Ribbon Pin to represent the men who have been affected by breast cancer. Approximately, 1% of all people who are diagnosed with this disease are men, and countless men are impacted through the diagnoses of a loved one. Sometimes I can hardly believe that we have distributed close to 115 million Pink Ribbons around the world. It’s amazing that we have come so far.

Q: What would you tell women who have just discovered they have cancer to give them hope and comfort? What about women who have loved ones suffering from the disease?

A: The good news is that more people are surviving every single year so, firstly, never give up. Go to a breast specialist or a teaching hospital if possible. Following the advice of your oncologist and surgeon is very important. Many of today’s treatments are more tolerable than in the past, and there are excellent targeted treatments which affect the tumor only (rather than the entire body) that have been, and continue to be, developed. Additionally, there are many effective drugs that now control the side effects of chemotherapy. Many women are living with the cancer as a chronic illness.

Don’t be afraid of breast cancer. Don’t be afraid to do breast self-examinations or to have a clinical breast exam as part of a regular doctor’s visit. Don’t be afraid to have regular mammograms if you’re over the age of 40. Don’t be afraid – or wait – to go to your doctor if you find a lump or suspect something.

Q: Do you have any advice for women hoping to make a difference in the world like you have?

A: Follow your passions and follow your heart. Don’t be afraid to make tough decisions and never give up.

Q&A with Elizabeth Hurley
Estée Lauder and The Estée Lauder Companies’ Breast Cancer Awareness Campaign Spokesperson

Q: What is your role with The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign?

A: Each October, I join Evelyn Lauder and travel around the world raising awareness for breast health and funds for breast cancer research. We’ve visited many U.S. cities, as well as the U.K., Australia, France, Holland, India, Italy, Scotland and South Africa, reaching many millions of people each year with our awareness message. We spend time at numerous retailers, meeting as many people as possible and telling them that if a localized breast cancer is detected early, it’s 98% curable. The Breast Cancer Awareness (BCA) Campaign gives away millions of Pink Ribbons each year as a reminder about the importance of breast health. By the end of October 2011, The Estée Lauder Companies will have given away close to 115 million Pink Ribbons worldwide. We also sell our Pink Ribbon products, which are all wonderful products, and the best part is that they benefit The Breast Cancer Research Foundation® (BCRF) to help find a cure.

Q: What makes you proud of being a spokesperson for The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign?

A: It’s very moving for us when we visit different cities around the world and meet so many people who have been affected by breast cancer in one way or another. Often it will be women who have breast cancer, or have had breast cancer, or have family members who have either survived breast cancer or sadly have not survived breast cancer. Sometimes men are also in line, and when this happens, there is a very good chance that their mother, wife, girlfriend or even they themselves have been stricken by the disease. It is very powerful to meet these people and see firsthand their inner strength. It makes us realize over and over again that our goal for reaching as many people with our awareness message and raising as much money as possible to find a cure is helping, and at some point this will be a thing of the past.

Q: What is it like working with Evelyn Lauder?

A: After working with Evelyn Lauder for over sixteen years, I am still amazed at her unparalleled drive and devotion to this cause. She is extremely passionate about everything she does – from her family, photography, philanthropy, raising awareness for breast cancer awareness and more. Above all, her kindness and sincerity are the traits that inspire me to be a better woman. In 1992, Evelyn co-created the Pink Ribbon with SELF Magazine and year after year, we travel the world giving away Pink Ribbons and promoting health awareness. No matter where we are, Evelyn seems to know all of the Estée Lauder Companies’ employees and loves talking to each of them! This kind of warmth is an indication of the kind of person she is and I am honored to have the opportunity of working so closely with her. She is truly tireless and fearless in her fight to eradicate this disease.

Q: What is the importance of the global landmark illuminations initiative that The Estée Lauder Companies does each year?

A: In October 2010, to commemorate the 11th Anniversary of The BCA Campaign’s Global Landmark Illuminations Initiative, the Company set a first-time Guinness World Record entitled “Most Landmarks Illuminated for a Cause in 24 Hours.” We illuminated 38 historic landmarks in a 24-hour time period. Since 2000, we have lit over 600 unique landmarks, including: the Tower of London, John F. Kennedy International Airport’s Air Traffic Control Tower and Los Angeles International Airport in the U.S.A., the Taj Mahal Palace and Tower Hotel in India, the Concert Hall in Amsterdam and the Tokyo Tower in Japan, among many others. My favorite illumination has been the Empire State Building, as this historic landmark was the first New York City landmark that I illuminated in 2000, and it was so exciting to return last year to set the Guinness World Record.

Our main goal in this initiative is to inspire and remind women all over the world with the flip of a switch to have their breasts checked regularly and to get a mammogram every year if over the age of 40. It’s wonderful to see that an idea that started with a handful of illuminations in 2000 has now grown to approximately 200 illuminations around the world each year.

Q: Why is social media such an important medium in this day and age?

A: Social media is a very powerful tool for sharing information. I use my Twitter account to connect with my fans on a personal level and to talk about issues that are important to me such as breast cancer health and how each of us can make a difference. I enjoy having the ability to connect with millions of people instantly.