Breast Cancer Awareness




BCA Single Ad Page


October was breast cancer awareness month. It came and went and I forgot to mention anything here in my blog. I had been invited to Estee Lauder’s event, as I usually am every year. But I couldn’t attend because of prior commitments. They sent me some post-event releases which I want to share with you. Though it’s now November and I’m late, I don’t think it really matters what month it is. Breast cancer awareness should be on-going every month.

Just some stats. 1 in 8, chance of a woman having invasive breast cancer some time during her life, according to the American Cancer Society. 1 in 8!!! 90% in women whose breast cancer is diagnosed at an early stage and is localized, 90% survive more than 5 years. Women in their 20’s should begin breast self-exams on a monthly basis. And women aged 40 and above should have a mammogram every year and should keep doing so as long as they’re in good health.


MANILA, PH (October 13, 2011) –The Estée Lauder Companies announced this year’s Breast Cancer Awareness Campaign theme and launched local initiatives to raise awareness for this disease. This year’s 2011 BCA Campaign initiatives support its Campaign’s concept “Together. Connect. Communicate. Conquer. For A Future Free Of Breast Cancer,” a compelling call-to-action that emphasizes the power of millions joining together, with one voice, to communicate the life-saving message about the importance of breast health and early detection.

To celebrate the 12th anniversary of its Global Landmark Illuminations Initiative, The Estée Lauder Companies and Philips are proud to launch their first-ever partnership, whereby prominent global landmarks will be illuminated in pink lights using Philips’ innovative and environmentally-friendly LED technology.


The 2011 BCA Campaign Illumination of Storey Bridge in Queensland, Australia
Illumination of Storey Bridge in Queensland, Australia. Source: BCA Facebook


White Tower, Greece.
Illumination of White Tower, Greece. Source: BCA Facebook


The 2011 Illumination of Hard Rock Hotel and Casino in Las Vegas, Nevada through BCA Campaign and Philips Partnership.
Illumination of Hard Rock Hotel and Casino in Las Vegas, Nevada. Source: BCA Facebook


Transformation Sculpture by Architect Lor Calma
The first local illumination of Architect Lor Calma’s award-winning Transformation sculpture. The three monolithic structures, a beacon of light, symbolic of the rapidly evolving community of Bonifacio Global City, was illuminated in pink for two weeks since October 10.


Kirsten Brito_Camille Flores_Ina Casas
Ina Casas, Kirsten Brito and Camille Flores.


Patty Betita_Mel Lerma_Myrza Sison
Patty Betita, Mel Lerma and Myrza Sison.


To share her own message of hope, Patty Betita, professional model, beauty queen and image consultant, narrated among the guests her inspiring survival from breast cancer. According to Patty, “You don’t have to be 40 years old to get your base line mammogram. The earlier that it is detected the better chances of cure, better quality of life, and of course most importantly, survival.”


Rosan Callueng,Philips_Patty Betita_Michael Huang,RGOC_Mel Lerma, ELC
Rosan Callueng of Philips, Patty Betita, Michael Huang of Rustan’s and Mel Lerma of Estee Lauder


Since 1992, The BCA Campaign has distributed close to 115 million Pink Ribbons worldwide. Rustan’s has been a supporter of Estee Lauder’s Breast Cancer Awareness Campaign and have been partners in philanthropy. Michael Huang, owner of Rustan’s Group of Companies and Special Assistant to the President said in his remarks, “We firmly believe that as Evelyn Lauder stated “together we are stronger, together we can do more”. It is this belief in the possibilities offered by this campaign that makes us affirm that this initiative has the full backing and support of Rustans.”

Mel Lerma, Estee Lauder Business Development Manager highlighted in her remarks the objective of this campaign, “Our goal for all of these initiatives is to reach new women and men, unify us all to eradicate the effects of this disease, and to conquer our future Free of Breast Cancer. ”


Please go to to know more about breast cancer. And please spread the word.



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