News / The Look Book

2011 Global Breast Cancer Awareness Campaign

Tourism Icon to be Illuminated in Pink in October as part of Global Campaign

As part of its drive to advocate breast health and early detection during Breast Cancer Awareness month, Estée Lauder Companies will be illuminating Singapore’s iconic structure – The Singapore Flyer on Saturday, 1 October 2011 at 8:15pm. The 165 metre tall flyer will stand as an international symbol of hope that will empower and enlighten women everywhere and joins the ranks of approximately 200 global landmarks which have been illuminated through this initiative, including The Empire State Building in New York and The Taj Mahal in India.

In 2010, ELC set the Guinness World Record, “Most Landmarks Illuminated for a cause in 24 hours“.

In addition to the Illumination of The Singapore Flyer, which is open to the public, ELC will be collaborating with BCF to sponsor 500 needy women, aged 40 and above, for free mammograms. The program will be conducted jointly with National Health Group Diagnostics (NHGD) under a national subsidy programme “Breast Screen Singapore”. Through this effort ELC hopes to educate them about breast cancer and the importance of early detection to increase the chance of recovery.

Below, I have selected a few landmarks which have been Illuminated in Pink previously for your viewing pleasure.

The Art Museum of China Central Academy of Fine Arts, China

Santa Monica Pier and Rockerfeller Center, United States

Cristo Redentor, Brazil

Old City of Jaffa, Israel

Westerkerk Marc Borking Fotografie, The Netherlands and Las Condes City Hall, Chile

National Taiwan Museum, Taiwan

Il Biancone, Italy

TSUM Department Store, Russia

The Peninsula Hotel, Hong Kong

Tokyo Tower, Japan and Harrods, UK

Zappeion, Greece


During the month of October, the BCA Campaign will sell Pink Ribbon products (there will be a separate post on The Pink Ribbon Products) through many of the Estée Lauder Companies’ highly sought-after beauty brands to raise awareness and funds for the Breast Cancer Research Foundation (BCRF). The Pink Ribbon was co-created by Evelyn Lauder in 1992 which has become the universal symbol for breast health remind and encourage Breast Self Examination and annual mammography for women above 40 years old.

From 1992 through October 2011, ELC Breast Cancer Awareness Campaign will have distributed over 115 million Pink Ribbons and millions of international brochures worldwide.

In addition to the standard Pink Ribbon pin, there is a new Pink Ribbon wristlet which is the latest breast health awareness symbol, featuring a beautiful, single-knot tie that elasticizes to fit any wrist. Only a limited number of the Pink Wristlets will be given out at the event on a first-come-first-serve basis.


I am extremely excited about the Illumination of The Singapore Flyer. It’s open to public so pop by and join in the fun. I will be there too to witness the moment.

Thank you for reading.

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