We’re not the only ones getting involved. Estee Lauder has reached out and partnered with a few other online media companies to spread the word. elke

THE ESTÉE LAUDER COMPANIES’ BREAST CANCER AWARENESS CAMPAIGN ANNOUNCES UNPRECEDENTED ONLINE MARKETING CAMPAIGN FOR

BREAST CANCER AWARENESS MONTH

New York, NY, September 29, 2008 - The Estée Lauder Companies’ Breast Cancer Awareness Campaign (BCA) announces an unprecedented online marketing campaign in partnership with leading media companies and web destinations to connect with new and younger audiences to heighten the awareness of, and the education on, the importance of the early detection of breast cancer.

The highlights of this campaign include:

A viral user-generated content based campaign themed: “Share a Survivor Story, Inspire the World.” Created in partnership with social media company Brickfish, this public service social media contest will encourage individuals to share inspirational stories, photos and videos about how breast cancer has affected them or someone they love. User entries can be voted on, shared and posted.

Slide, the world’s largest publisher of applications for social networks, will spread the BCA message to tens of millions of users on MySpace, Facebook and several other social networks through the applications SuperPoke!, TopFriends and FunSpace.

An exclusive “pink” products boutique, sweepstakes and educational content on TotalBeauty.com: The largest unbiased catalog of beauty products online for women, TotalBeauty.com will offer a special boutique of all fifteen BCA 2008 Pink Ribbon products, enabling visitors to purchase online while raising funds for The Breast Cancer Research Foundation (BCRF), in addition to running a month-long quiz with dedicated content around breast cancer awareness.

Shareable Public Service Announcement from Elizabeth Hurley, Spokesmodel for Estée Lauder and The Estée Lauder Companies’ Breast Cancer Awareness Campaign: During the PSA, Ms. Hurley urges viewers and their friends to wear a pink ribbon and stresses the importance of having your breasts checked regularly and annual mammograms if over the age of 40. The PSA will be available for download and can be sent as a sharing tool through the user-generated content campaign on Brickfish.com, and through Slide’s FunSpace on Facebook.

Exclusive interviews from inside the BCA Campaign will be featured on Yahoo! Shine.

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