Estée Lauder's BCA Month Campaign

The Estée Lauder Companies’ Breast Cancer Awareness (BCA) Campaign has launched its 2013 global Campaign for Breast Cancer Awareness Month and beyond. For this year’s campaign, “Let’s Defeat Breast Cancer. We’re Stronger Together.”, The Estée Lauder Companies’ Breast Cancer Awareness Campaign engaged NY-based Raison D'Être to build a global social experience that would encourage people from all around the world to create their own “Circles of Strength” comprised of friends, family, co-workers and loved ones to commit to an important action that will advance us toward fighting breast cancer as one. 

 
An integral part of the campaign is a social media microsite, which translates to 16 languages and reaches 70 countries worldwide. Connecting directly to Facebook, friends and family are able to invite one another to take action, be it by scheduling mammograms, sharing healthy lifestyle tips or donating towards The Breast Cancer Research Foundation®. To further the experience, visitors are able to upload photos and share Tweets and Instagrams using the hashtag #BCAstrength. 

 
A unique part of the campaign is a video, which showcases the lives of three women, Marlena, Annie and Arlene, breast cancer survivors, each with a different story of struggle and the support of loved ones to carry them through. The inspiring campaign aims to reach millions of people globally, encouraging them to join together for an important cause to fight against breast cancer. 

 
As part of the site development, Raison D'Être partnered with FeedMagnet to aggregate the social content in real time. Using HTML5, JavaScript and the Bootstrap framework, the site is fully responsive and works seamlessly across desktop, tablet and mobile devices.