Credit By: Middle East Architect
The Estée Lauder Companies (ELC) is set to launch a breast cancer awareness campaign titled “I never thought,” illuminating landmarks across the GCC throughout October. This initiative aims to unite people globally to create a breast cancer-free world for all, emphasizing the importance of early detection and raising awareness about the diagnosis journey.
- Burj Khalifa, Dubai:
- The campaign’s slogan, “Beautifully United to End Breast Cancer,” will be displayed on the side of the Burj Khalifa on the 13th of October.
- Public Investment Fund (PIF) Tower, Saudi Arabia:
- The PIF Tower in Saudi Arabia will stand in solidarity, adorning its entire façade in pink for two weeks.
- Via Riyadh:
- Via Riyadh will show support by illuminating its entire façade in pink for two weeks.
Campaign Focus and Themes
The campaign will focus on several key themes:
- Early Detection: Emphasizing the importance of early detection in the battle against breast cancer.
- Diagnosis Journey: Raising awareness about the entire diagnosis journey, shedding light on the challenges faced.
- Self-Examination: Encouraging self-examination as a crucial practice for early detection.
- Community Support: Highlighting the importance of community support for those affected by breast cancer.
- Hope for the Future: Looking forward to a cancer-free future as a shared goal.
Throughout October, Harper’s Bazaar Arabia, ELC Middle East’s official media partner, will stream a series of video interviews across their digital channels. These interviews will feature breast cancer survivors and advocates sharing their stories and journeys in battling the disease.
Statements from Estée Lauder Companies Executives
- Estelle Létang, General Manager of Estée Lauder Companies Middle East:
- Emphasized raising awareness and inspiring hope in the Middle East, where early detection can make a significant difference.
- Abir Kaki, General Manager of Estée Lauder Companies Saudi Arabia:
- Proudly announced collaborations with local NGOs and the illumination of iconic landmarks in Saudi Arabia, reflecting their commitment to raising critical awareness and supporting those affected by breast cancer.
The campaign serves as a beacon of awareness, fostering unity and support for breast cancer patients. Illumider Companies aims to inspire change and progress towards a breast cancer-free future in the Middle East by illuminating landmarks and collaborating with media partners.
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