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Estée Lauder’s ‘Rethink Pink’ For A Breast Cancer-Free World

Take A Shot For Charity

For all the social media addicts out there, why not put your creative picture-taking skills to good use for a fantastic cause to help ensure women around the world remain in the pink of health. For the entire month of October, every unique post on Instagram or Twitter with the hashtags #PinkRibbon25 and #ELCdonates, The Estée Lauder Companies will donate US$25 to fund half-an-hour of breast cancer research through BCRF, with the goal of funding a maximum of 500 research hours.

This initiative is part of The Estée Lauder Companies’ newly revamped breast cancer awareness (BCA) campaign, ‘Rethink Pink’, anchored on raising awareness and funds for breast cancer research through a digitally led approach. A website has also been created for consumers to pledge to the cause and learn more about the disease thanks to key facts and figures within the website and also gives readers a chance to participate in fundraising with their offline events.

Rethink Pink is a celebration of 25 years of the Pink Ribbon symbol, co-created by Evelyn H. Lauder, which has become the logo for breast cancer awareness globally. The revamped campaign prompts consumers to reflect on the efforts that have been made to raise awareness for breast cancer as well as highlight how far breast cancer research has come over the last 25 years.

In line with its new mission, to create a breast cancer-free world, the campaign has raised more than US$70 million to date, in support of global research, education and medical services. With it largest-ever one-year commitment of $8 million in financial contributions this year, a cure for breast cancer might just be on the horizon.

To support the 25th Anniversary of The Estée Lauder Companies’ Breast Cancer Campaign, visit, follow on social media @bcacampaign and use #PinkRibbon25.