THE ESTÉE LAUDER COMPANIES’ 2023 BREAST CANCER CAMPAIGN
Beautifully United to Help End Breast Cancer
A GLOBAL MOMENT
The Estée Lauder Companies (ELC) is dedicated to advancing possibilities for people around the world.
As a company that lives its shared values, ELC has been at the forefront of supporting the global breast cancer community for more than 30 years.
At a time when breast cancer wasn’t spoken about openly, Evelyn H. Lauder saw an opportunity to bring
awareness to the disease and address stigmas in women’s health. In 1992, she co-created the pink ribbon and founded The Estée Lauder Companies’ Breast Cancer Campaign (The Campaign) - inspiring a global movement around The Campaign’s mission to help create a breast cancer-free world for all.
OUR COMMITMENT TO ADVANCE IMPACT WORLDWIDE
Evelyn Lauder's initiative in 1993 led to the founding of the Breast Cancer Research Foundation® (BCRF), a major partner of The Campaign, which is ELC's principal corporate social impact program. The Campaign, backed by The Estée Lauder Companies Charitable Foundation, has funded over $118 million USD towards global research, education, and medical services. Of this, $93 million USD directly supports medical research through BCRF. Over 30 years, The Breast Cancer Campaign has contributed to a 43% decrease in breast cancer mortality rates since the late 1980s, thanks to improved detection and treatment. The Campaign, in collaboration with global employees, consumers, and partners, remains dedicated to funding research, enhancing medical access, advocating for awareness, and more.
THE ESTÉE LAUDER COMPANIES MIDDLE EAST BREAST CANCER CAMPAIGN
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This October, Estée Lauder Companies Middle East introduces the “I Never Thought” campaign. This initiative underscores the journey post-cancer diagnosis, highlighting early detection's pivotal role in recovery and fostering hope.
The campaign spotlights breast cancer survivors Stephanie EL Khoury, Josette Awwad, Mayadah Bahareth, Sahar Bahrawi, and advocates Hani Soubra and Dr. Houriya Kazim. These stories revolve around themes such as early detection, community support, and envisioning a future. Films dedicated to each participant emphasize their post-diagnosis experiences.
"I Never Thought" aims to elevate breast cancer awareness and the necessity of early detection in the Middle East. Estelle Létang, the General Manager of Estée Lauder Companies Middle East, expressed, "Our campaign is a clarion call for action in the Middle East. Together, we hope to drastically impact breast cancer's narrative in this region."
The company collaborates with local NGOs, including Brest Friends in the UAE and Al Zahra Foundation in Saudi Arabia, ensuring comprehensive care for breast cancer patients.
In addition, ELC Middle East is illuminating iconic landmarks for heightened awareness. In collaboration with Emaar, the message "Beautifully United to End Breast Cancer" will be projected onto the Burj Khalifa on October 13th, 2023. The King Abdullah Financial District (KAFD) in Riyadh is also supporting the campaign by illuminating the Public Investment Fund (PIF) Tower. Moreover, Via Riyadh will be bathed in pink for two weeks in October, symbolizing solidarity.
Abir Kaki, General Manager of Estée Lauder Companies Saudi Arabia, voiced pride in these collaborations and their commitment to raising awareness about breast cancer.
To witness these inspirational stories, visit Harper’s Bazaar Arabia, ELC’s Middle East media partner, through the provided link.
BEAUTIFULLY UNITED TO HELP END BREAST CANCER
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