Background

Since its launch in 1992 by Evelyn H. Lauder, The Estée Lauder Companies' Breast Cancer Campaign (BCC) has brought together women, men and families across the globe to enhance awareness, raise funds and inspire action in the fight against breast cancer. To date, the BCC has raised more than $76M and spurred international awareness for breast cancer.

Ask

Continue to build on the momentum of #TimeToEndBreastCancer of 2018 and create a campaign that garners the swell of awareness and establishes advocacy-level engagement for Estee Lauder Companies. 

Problem

The pink ribbon has become ubiquitous and most consumers associate it with breast cancer causes, but it has lost its connection to Estee Lauder companies. 

Insight

Every person has their own perception of time, especially regarding diagnosis – the meaning of time changes before and after it. 

Strategic Approach: Turn Hope into Victory

Time allows us to change our perspective and creates space to drastically affect the outcomes by turning hope into victory through the community's actions.