Estée Lauder Kicks off BCA Campaign Today

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, Lauder realized there was second idea implicit in a hand across the chest: the idea of taking a pledge. To bring this “BCA Pledge” campaign to life, The Estee Lauder Companies invited influential bloggers to New York City to be photographed by 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, these images will be used to inspire individuals the world over to take their own BCA pledge to support breast cancer awareness 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 more than a dozen Estee Lauder Companies brand websites, Facebook pages, on blogs and on the campaign’s site (www.bcapledge.org).The campaign will also have its own Facebook page and Twitter and YouTube channels.

A celebratory event at Bloomingdale’s 59thStreet store in New York will be held today, 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.