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Estée Lauder Middle East unveils breast cancer awareness campaign

To further raise awareness, landmarks across the GCC will be lit up throughout the month of October.

Image Credit: Estée Lauder Companies

The Estée Lauder Companies (ELC) will be launching a breast cancer awareness campaign titled ‘I never thought’.

The landmarks will be lit up throughout the month of October across the GCC.

Its mission is to unite people globally to help create a breast cancer-free world for all.

The campaign will focus on the importance of early detection, raising awareness surrounding the diagnosis journey while also touching on themes related to self-examination, community and, of course, looking forward to a cancer-free future.

“Beautifully United to End Breast Cancer,” the campaign’s slogan, will appear on the side of the Burj Khalifa on the 13th, while the Public Investment Fund (PIF) Tower in Saudi Arabia and Via Riyadh will stand in solidarity showing support by adorning its entire façade in pink for two weeks.

Throughout the month of October, Harper’s Bazaar Arabia, ELC Middle East’s official media partner, will be streaming a series of video interviews across their digital channels.

They will be featuring breast cancer survivors Stephanie El Khoury, Josette Awwad, Mayadah Bahareth, Sahar Bahrawi, as well as advocates Hani Soubra and Dr. Houriya Kazim, focusing on their stories and respective journeys when it comes to battling the disease.

Estelle Létang, General Manager of Estée Lauder Companies Middle East said: “In the Middle East, where early detection can make all the difference, it’s vital that we raise awareness and inspire hope.

“By uniting our partners and community, we can empower individuals across generations to stand together for the cause, because we believe that, together, we can make a significant impact on breast cancer in the Middle East region.”

The second Campaign Saudi Briefing event of the year will be taking place in Riyadh on 12th October 2023. A variety of panels and speakers will be discussing the themes of media and marketing. For more details, click here.

Though breast cancer mortality rates have significantly decreased since the late 1980s due to earlier detection and improved treatment, it is still the top ranked cancer in the UAE when it comes to new diagnosis in both men and women.

Abir Kaki, General Manager of Estée Lauder Companies Saudi Arabia said: “We are proud to collaborate with local NGOs and illuminate iconic landmarks across the Kingdom as part of our ongoing commitment to raise critical awareness about breast cancer and support those affected by it.

“Our partnership with inspiring survivors from Saudi Arabia reflects our dedication to making a positive impact and fostering hope within our community. Together, with our partners and the people of Saudi Arabia, we aim to inspire change and drive progress towards a breast cancer-free future.”

It’s #TimeToEndBreastCancer.