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This year’s 2011 BCA Campaign initiatives support its Campaign’s concept “Together. Connect.Communicate. Conquer. For A Future Free Of Breast Cancer,” a compelling call-to-action that emphasizes the power of millions joining together, with one voice, to communicate the life-saving message about the importance of breast health and early detection. The bold and inspiring 2011 BCA Campaign was conceived for the second year by James Gager, Senior Vice President, Group Creative Director of MAC, La Mer, Jo Malone Worldwide and Antonia Lakis Vice President of MAC Design. The image was shot by world-renowned photographer Michael Thompson.

Mrs. Evelyn H. Lauder, Senior Corporate Vice President of The Estée Lauder Companies and founder of The Breast Cancer Awareness Campaign, states, “I’m thrilled to kick-off our 2011 BCA Campaign with several first-ever initiatives, bringing millions together with the single-minded goal of spreading the life-saving awareness message about the importance of breast health and early detection the world over. The mission of each of our initiatives is to reach new women and men, and to unify us all to eradicate this disease. Let’s join together. As one we are stronger and have the ability to reach this goal once and for all.”

To celebrate the 12th anniversary of its Global Landmark Illuminations Initiative, The Estée Lauder Companies and Philips are proud to launch their first-ever partnership, whereby prominent global landmarks will be illuminated in pink lights using Philips’ innovative and environmentally-friendly LED technology. The new partnership with Philips, a leading, global company dedicated to improving people’s lives through timely innovations, was an excellent, synergistic fit as its commitment to enhancing people’s lives, combined with modern LED technology and energy-efficient lighting solutions, is a sustainable way to reach millions with The BCA Campaign’s awareness mission. These landmarks, along with numerous others lit by The BCA Campaign this October, will total more than 200 landmarks worldwide, sending the message of hope and empowerment to millions globally.

In the Middle East, some of the landmarks include the Burj Al Arab and the Grand Hyatt, Dubai.

The BCA Campaign will digitally reach millions with its global launch of BCAcampaign.com, the Campaign’s first-ever dedicated website that will serve as an evergreen destination for BCA Campaign news, event information, tips on breast health and healthy living, and a way to make year-round donations to The Breast Cancer Research Foundation® (BCRF). The new website will also provide a link to The BCA Campaign’s new Facebook page (www.facebook.com/BCACampaign) that will feature its “Shine A Light on Breast Cancer,” Social Media Program, through which online viewers can virtually illuminate a global map in pink, and share messages of hope and inspiration about breast cancer with others the world over.