Elsewhere online
August 26, 2014

Estée Lauder Breast-Cancer Campaign Gets Digital Focus

The Estée Lauder Companies is changing its annual breast-cancer-awareness campaign to a year-round effort, with greater emphasis on social media and digital outreach, writes The New York Times. The new campaign approach, which will feature documentary-style online videos and include a hashtag on all print advertising, reflects "this modern era of connectedness," said William P. Lauder, executive chairman of the cosmetics firm.

The changes reflect how charities and their supporters are looking to Facebook, Twitter, and other digital platforms to boost their profiles and fundraising, as demonstrated by the ice-bucket challenge, which has raised nearly $80-million in less than a month for the ALS Association. The Estée Lauder campaign, previously concentrated on Breast Cancer Awareness Month in October, has raised more than $53-million for cancer education and research since it began in 1992.