As I am admiring the beautiful products that make up the limited edition launched this year by Estee Lauder Companies in support of Breast Cancer Awareness Campaign, I can’t help but think about the real cause that brings us all together on the back of it. Me, you, our friends, the founder of BCA Campaign Evelyn Lauder, its longtime Ambassadress Elizabeth Hurley, and so many other women out there that support the campaign, have been through or are prone to be diagnosed with the most common cancer in women worldwide – breast cancer. And, as we learn from recent studies, it’s not just women being affected but men too. I have an aunt diagnosed with breast cancer, everyone I know knows someone that has been, and it seems that today there is no one left not affected by cancer in this way or another.
Yes, you can argue that it is only one month in the year when we wear our pink ribbons and publicly talk about breast cancer. But because we do, I feel like the rest of the year is charged with this positive energy, which spreads the awareness across the other 11 months. Pink is the color of optimism, Barbie, cupcakes, girls, proms and … one of the most trending words on instagram, with nearly 69 million #pink tags. In comparison, #BCAstrength hashtag has only been used 10 thousand times. Estee Lauder Companies will donate 25 dollars to The Breast Cancer Research Foundation for every instagram or twitter post tagged with #BCAstrength. You do the maths.
There is so much more to be done to create the awareness about the cause. So, next time you think about doing something good in your life, pin a pink ribbon to your jacket, donate to Breast Cancer Research or simply have yourself checked up on a regular basis. And, if you’ve done something, however small, to spread awareness about breast cancer, you can share it on the BCA Campaign website (click here). For the first time, BCA Campaign are launching a multimedia project that will be shared globally on World Cancer Day, February 4, 2016. All actions submitted via BCAcampaign.com between October 1 and December 31, 2015 will be eligible for inclusion. The initiative is meant to serve as an inspirational platform and I am sure it will grow over years. You have a chance of being enlisted in its pioneering year and leave your mark. It’s cool to do pioneering things. I just have.
I am proud to have inspired my client, L’enfant terrible restaurant in Warsaw, to include in their menu a dessert in support of BCA Campaign. Proceeds from the sale of yummy Plum in Chocolate created by Chef Michał Bryś, will be donated to support research towards a cure for breast cancer, conducted by the International Hereditary Cancer Centre at the Pomeranian Medical University in Szczecin, an organization supported by the Polish division of Estee Lauder Companies. If you have a chance, visit the ‘Terrible kid” in October, it has just been caught by the radar of the UK Michelin inspectors as one pushing the boundaries. Just sayin’.