{mosimage}The image of a woman’s hand over her breast, is the new signature image of The Estée 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, the Company realized there was also a powerful, second idea implicit in a hand across the chest: the idea of taking a pledge — in this case, a pledge to spread the life-saving message of breast cancer awareness, one woman (or man) at a time.
{mosimage}To bring this “BCA Pledge” campaign to life, The Estée Lauder Companies invited influential bloggers to New York City to be photographed by world renowned photographer 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 {mosimage}(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).
A celebratory event at Bloomingdale’s 59th Street store in New York occurred on September 29, with The BCA Campaign chairs Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and Elizabeth Hurley, Estée Lauder brand and BCA Campaign Spokesmodel.
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