Estée Lauder is boosting their annual Breast Cancer Awareness campaign to new territory for 2014, according to The New York Times.
Every October, Estée Lauder leads the charge for Breast Cancer Awareness Month with campaigns meant to educate the public and raise money for medical research. Since 1992, the global company is responsible for raising more $53 million for the cause. This year, however—their 23rd undertaking—they are going above and beyond their usual commitment to breast cancer awareness month by extending campaigns well past October.
The campaigns will now run year-round because, according vp for global corporate communications Bari Seiden, “when you have breast cancer, it’s not just one month a year.” Another reason for the extended campaign is that all the new content won’t fit in one month.
The company plans to add a personal touch through storytelling, via documentary-style online videos featuring four real-life families affected by the disease. Viewers are also encouraged to upload their own videos and stories, which may be featured on the site in the future.
Some of the donations will also come straight from the company's own pocket. The Breast Cancer Research Foundation will receive portions of sales from 15 "Pink Ribbon" products with brand names like Aveda, Bobbi Brown, Clinique, La Mer, Origins, and Estée Lauder itself. Furthermore, the retailer will donate one dollar for each uplifting photo shared on one of their social media platforms (with a cap at $22,000).
While Estée Lauder had been planning to focus heavily on Internet platforms for some time, the recent success of the ALS Association’s Ice-Bucket Challenge proved the effectiveness of online activism, with nearly $80 million raised in one month, compared to $2.5 million last year.