#TimeToEndBreastCancer With Estee Lauder
Estee Lauder has officially launched their #TimeToEndBreastCancer campaign. Their new campaign is aimed at increasing research funding and raising awareness about breast cancer, which claimed the lives of 685,000 people worldwide. The campaign includes diverse global projects, such as illuminating iconic structures like the Empire State Building, the Eiffel Tower, and the Burj Al Arab in pink to raise awareness. They are encouraging instagram engagement with the hashtag #TimeToEndBreastCancer. The campaign also aims to fund medical resources and services, including mammograms and support programs. The campaign was initially launched by Evelyn H. Lauder in 1992 and has contributed over $118 million, with more than $93 million funding for medical research through the Breast Cancer Research Foundation established by Lauder in 1993.
History & Objectives
Estée Lauder’s history with breast cancer is marked by a longstanding and passionate commitment to the cause. For over three decades, the Estée Lauder Companies have been at the forefront of the fight against breast cancer, with a mission to raise awareness and fund research. This commitment was initiated by Evelyn H. Lauder, who co-created the iconic pink ribbon in 1992. Over the years, the company has launched numerous campaigns and initiatives to support breast cancer research and provide crucial resources and services. Their unwavering dedication to this cause has made a significant impact in the global battle against breast cancer, having contributed over $118 million, with a substantial portion going toward vital medical research through the Breast Cancer Research Foundation, which was established in 1993. The brand’s objectives for their breast cancer campaign are to raise awareness about breast cancer, encourage early detection, and support breast cancer research and related initiatives. They have also launched a line of limited edition products that are branded with the pink ribbon.
Activating Their Audience
Estée Lauder aimed to motivate their target audience to perform self-exams, schedule mammograms, and contribute to the cause by donating or participating in related events. They have done a majority of their marketing through instagram both through displaying the limited edition products (above) and also by encouraging people to post the hashtag #TimeToEndBreastCancer on their feed and that they will donate $25 for every post.
Content Central
Through this activation, Estee has made various posts on Instagram, Facebook and Twitter. On all of these platforms, they have showcased their brand ambassadors, posted their limited edition Breast Cancer products, and shared how much they have donated to help the cause.
Success or Failure?
I believe that this campaign was extremely successful. Not only because of its diversified approaches of raising funds and awareness for the disease but also how engaged Estée Lauder’s audience has been with their extensive posting. With this audience engagement, he campaign likely fostered a sense of community among those affected by breast cancer and those passionate about the cause, thus achieving a collective effort. Through their partnerships and donations, they actively contributed to breast cancer research and patient support, aligning with their objectives.
