By  on September 29, 2010

For years, the Breast Cancer Awareness Campaign led by Evelyn Lauder, who also is senior corporate vice president of the Estée Lauder Cos. Inc., has lit up its mission by bathing buildings around the world in pink light. Now the group is also taking a more intimate — and more direct — approach to getting its message across via the soft glow of a video screen.

This is the third and the most ambitious year of an effort by the Estée Lauder Cos.’ Breast Cancer Awareness Campaign to harness the power of social media on the Internet to build awareness. That effort will culminate at 5:30 p.m. today in an event sponsored by Bloomingdale’s on the main floor cosmetics department of the 59th Street flagship in Manhattan, co-hosted by Lauder and Elizabeth Hurley. Customers will be invited to enter a temporary video booth set up for the occasion, and make a pledge of their determination to aid the fight against breast cancer. The pledges will be shared on a widget created for the campaign, and some of them will appear on a special Web site, BCAPledge.org, which is more like a blog platform.

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