The Estee Lauder Companies 'Pledges' to Reach Digital Audiences With Its 2010 Breast Cancer Awareness Campaign

NEW YORK, Sept. 29 /PRNewswire/ -- The image of a woman's hand over her breast is the new signature image of The Estee Lauder Companies 2010 Breast Cancer Awareness (BCA) Campaign, representing how women can take control of their breast health to "Connect. Communicate. Conquer.  Prevent Breast Cancer One Woman At A Time."  When it came to translating this effort to social media, the Company realized there was also a powerful, second idea implicit in a hand across the chest:  the idea of taking a pledge -- in this case, a pledge to spread the life-saving message of breast cancer awareness, one woman (or man) at a time.

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To bring this "BCA Pledge" campaign to life, The Estee Lauder Companies invited influential bloggers to New York City to be photographed by world renowned photographer John Midgley, whereby each blogger recreated this signature visual to reflect their personal passion for this cause. Participating bloggers include: Jane Cuoto, Sharon Cuoto and Audrey McClelland (Mom Generations); Gala Darling (Gala Darling); Laura Kenny (AOL StyleList); Wendy Lam (Nitrolicious); Peter Shankman (Shankman); Amanda Steinberg (DailyWorth); Rachel Sklar (mediaITE); Renee Styler (Good Enough Mother) and Annie Tomlin (Bella Sugar).

During October's Breast Cancer Awareness Month, these images will be used to inspire individuals the world over to take their own BCA pledge to support breast cancer awareness (i.e., to get a mammogram if you are over 40) and share their pledge with at least one person, encouraging them to do the same.   The BCA Pledge campaign will be featured across a variety of online destinations, including over a dozen Estee Lauder Companies brand websites, Facebook pages, on blogs (including those of the participating bloggers) and on the campaign's site: www.bcapledge.org.  The campaign will also have its own Facebook page (facebook.com/bcapledge), Twitter channel (@BCAPledge) and YouTube channel.

A celebratory event at Bloomingdale's 59th Street store in New York will occur on September 29, with The BCA Campaign chairs Evelyn H. Lauder, Senior Corporate Vice President of The Estee Lauder Companies and Elizabeth Hurley, Estee Lauder brand and BCA Campaign Spokesmodel. Attendees of the event will be encouraged to start the conversation during the event via Twitter (Hashtag: #elcbca) and create individual video pledges.  The best pledges will be shared on The Estee Lauder Companies' BCA channel on YouTube.  One can also show support by purchasing Pink Ribbon products from The Estee Lauder Companies highly sought after brands, to raise awareness or help raise funds for The Breast Cancer Research Foundation (BCRF).  Online users will also have the option of donating funds at checkout to BCRF.

For more information on The BCA campaign, please visit BCAPledge.org.

* Video footage and still imagery from The BCA Campaign's event at Bloomingdale's will be available through Image.net by Getty Images.

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The Estee Lauder Companies Inc. is one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. The Company's products are sold in over 150 countries and territories under the following brand names: Estee Lauder, Aramis, Clinique, Prescriptives, Lab Series, Origins, M-A-C, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, American Beauty, Flirt!, GoodSkin Labs, Grassroots Research Labs, Sean John, Missoni, Daisy Fuentes, Tom Ford, Coach, Ojon and Smashbox.

The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organization dedicated to funding innovative clinical and translational research.  In October 2009, BCRF awarded nearly $28.5 million to 173 scientists across the United States, Canada, Latin America, Europe, the Middle East, and Australia.  Last year, more than 88 cents of each dollar donated to the Foundation went directly to breast cancer research and awareness programs.  And the American Institute of Philanthropy has awarded the Foundation its highest possible rating of A+.  BCRF is the only breast cancer organization to receive this accolade; and is the only cancer organization to currently hold this ranking.  For more information about BCRF, visit www.bcrfcure.org

Bloomingdale's is America's only nationwide, full-line, upscale department store and a division of Macy's, Inc. It was founded in 1872 and currently operates 41 stores in New York, New Jersey, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Minnesota, Georgia, Florida, Nevada, and California.  In addition, in 2010 Bloomingdale's opened its first international location in Dubai and will open four US outlet stores. Be sure to follow Bloomingdale's on Facebook (www.facebook.com/bloomingdales) or Twitter (www.twitter.com/bloomingdales), and for more information, or to shop any time, visit www.bloomingdales.com.

SOURCE The Estee Lauder Companies Inc.

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