2013 BCA Campaign Stresses Action, Togetherness

1 BCAThe 2013 Breast Cancer Awareness (BCA) Campaign.

The Estée Lauder Companies has announced its 2013 global Breast Cancer Awareness (BCA) Campaign, whose theme is, “Let’s Defeat Breast Cancer. We’re Stronger Together.”
Aiming to shift the public focus from awareness to action, this year’s campaign intends to raise $5 million to support research, education and medical services worldwide.

e LauderEvelyn Lauder

“This year, we feel it is vitally important that we encourage people to move beyond awareness by taking actions that we know can help save lives,” stated William Lauder, the company’s executive chairman. “My mother, Evelyn Lauder, believed that no one could defeat breast cancer alone—this spirit of unity is at the heart of our campaign.”

Ads feature subjects photographed together—mothers, friends and partners—to illustrate that breast cancer touches us all, as well as to exemplify the deeply supportive roles we can play for one another in times of crisis.

Shot by Christian Whitkin, the ads were conceived by a trio of Clinique executives: Jim Nevins, senior vice president and global creative director; Aubyn Gwinn, executive director of print design; and Carol Tuder, vice president of copy, worldwide.

Also key to this year’s campaign is a global social experience that invites people to create “Circles of Strength” on channels like Instagram and Twitter via the hashtag #BCAStrength.

6 BCAPink Ribbon Products from Estée Lauder, La Mer, Smashbox and Bobbi Brown.

Circles can make collective vows—to schedule annual mammograms, make healthy lifestyle changes and join together to raise funds, for instance. This content is then aggregated into a larger, curated experience on BCAcampaign.com.

Currently active in more than 70 countries, the campaign has thus far raised more than $48 million in support of the cause. The two-decades-long BCA Campaign effort was launched by the late Evelyn Lauder, who co-created the iconic Pink Ribbon and founded The Breast Cancer Research Foundation (BCRF).

This year, 15 of Lauder’s iconic brands will contribute to the campaign by selling Pink Ribbon products or making donations, including Jo Malone London, Smashbox, Tom Ford Beauty and more.

“Every year around the world, our employees, consumers and retail partners come together with great enthusiasm and passion,” noted Lauder’s president and CEO, Fabrizio Freda.

“Evelyn’s mission was to eliminate breast cancer once and for all,” stated Elizabeth Hurley, Estée Lauder spokesmodel and BCA Campaign global ambassador. “She believed we could do it, and so do I. We will do it together.”


The 2013 Breast Cancer Awareness (BCA) Campaign.

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