According to the World Health Organization, breast cancer is the most pervasive form of this disease affecting women in both the developed and developing countries. It is the number one killer of women in the world and affects about 12% of the US female population at some point in their lives and one of eight women worldwide in their lifetime. Awareness, examination and careful control are key factors in lowering these astonishingly high rates. When detected early, breast cancer has a survival rate of 95%, but the importance of offering prevention to communities is the vital to eradicate mortality from this unfortunate disease.

The World Health Organization is emphatic when explaining the risks behind the disease and its near future repercussions: “The incidence of breast cancer is increasing in the developing world due to life expectancy, increase urbanization and adoption of western lifestyles.” The entity describes how prevention is costly, since the only secure method of screening is via a mammogram, an expensive procedure that should be offered to all women, no matter their income. This lifesaving measure is hard to achieve for an average country’s economy and its public policy procedures.

Campaigning in favor of women learning the importance of having a mammogram done yearly is a pricey public health procedure as well, thus the importance of awareness and prevention efforts from private companies. The Estée Lauder Companies are the pioneer corporate sponsors in this field. The pink ribbon, which is the universal symbol of breast cancer was co- created in 1992 by the late American businesswoman Evelyn H. Lauder, from Estée Lauder, and Alexandra Penney of SELF magazine.

That same year, President Bill Clinton signed the proclamation naming October 17th National Mammography Day. Lauder and Penney gave Pink Ribbon Petitions to former First Lady Hillary Clinton, who was one of the main promoters for the proclamation and the worldwide campaign to happen.

Evelyn Lauder’s mission, as she expressed, was to find a cure for breast cancer, only knowing at the time that prevention was fundamental. Generating consciousness is what cosmetics giant Estée Lauder has adopted by supporting cancer prevention campaigns successfully with The Breast Cancer Awareness (BCA) Campaign, which brings in 2014 four families from different cultures. Each of them with a story of optimism, they share the how they survived the disease.

The Estée Lauder Companies’ Breast Cancer Awareness Campaign (BCA) has raised more than $53 million to support global research, education and medical services, with nearly $42 million funding 166 Breast Cancer Research Foundation projects. Faith, love and hope. Estée Lauder’s campaign is a forerunner that moves the world to donate for research, education and breast cancer awareness support. ■