 The Estee Lauder Companies’ Malaysia Breast Cancer Awareness Campaign Roadshow, Mid Valley Megamall, Kuala Lumpur – 8-10 Oct 2010
By Dr Evelyn Ho
The “new” 2010 Breast Cancer Awareness Campaign (BCAC) is themed on “Connect. Communicate. Conquer. Prevent Breast Cancer One Woman At A Time. The Pink Ribbon. Wear It. Share It.” This is an update of the mission set in motion by Mrs Evelyn H. Lauder, Senior Corporate Vice President of The Estee Lauder Companies in 1992.
The Estee Lauder Group (ELC) of Companies Malaysia has been an active participant of the global breast cancer awareness campaign of the Estee Lauder Companies since 1997, with the main objective of promoting early detection of breast cancer saving lives. In the past 13 years, Estee Lauder Companies Malaysia had distributed more than 550,000 Breast Self Examination instructional cards and Pink Ribbons and had donated RM1.6 million to this cause, initially solely to the Breast Cancer Welfare Association, then later to include The College of Radiology Malaysia, The National Cancer Society Malaysia and most recently, The Cancer Research Initiatives Foundation CARIF.
This year, the ELC Mall Roadshows continue as part of a multi-pronged BCAC strategy. They were held at Mid Valley Centre Court (8-10th October 2010) and 1 Utama Shopping Centre (New Wing), Ground Floor High Street (15-17th October 2010). At the roadshows, complimentary clinical breast examination and talks by health experts, nutritionist and physiotherapists were available with the support of Sime Darby Healthcare. Booths from the Breast Cancer Welfare Association and the National Cancer Society and CARIF were on hand with activities and to offer answers to queries. In addition, the Pink Photo Wall by Sony and limited edition ELC merchandise were on sale to raise funds.
Other events were the Landmark Illumination on 5th October 2010, Charity Golf at KL Golf & Country Club on 28th October 2010 as well as a Pink Charity Evening with Frances Yip on 29th October 2010. The Look Good Feel Better Beauty Workshops were held earlier on 28th July 2010. A website, www.elcbca.com.my was set up for 2010. In addition to getting the most up to date information on events for breast cancer awareness, there is a PLEDGE page for anyone to pledge to be more breast aware or to take whatever steps necessary to ensure their own breast health.
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