Originally written on Mashable  |  Last updated 10/3/11
The Estee Lauder Company’s 19-year-old Breast Cancer Awareness Campaign is getting a social media makeover this October. The new Shine a Light on Breast Cancer campaign includes the launch of a new Facebook app, website, and YouTube and Tumblr integration. The campaign kicked off Sept. 27 during an online press conference with Estee Lauder spokesmodel Elizabeth Hurley for online media and bloggers. (Mashable was the only news organization admitted to the event in person.) “We hope that Twitter users can make sure their moms, aunts and grandmas go to the doctor and are self examining,” Hurley says. “They can be the bully in the family if necessary. That would be extraordinary.” The campaign’s launch corresponds with the start of National Breast Cancer Awareness Month, celebrated each October. Estee Lauder’s campaign was the first to distribute the now-ubiquitous pink breast cancer ribbon, beginning in 1992. Since 2000, the campaign has taken a new shape, illuminating buildi...
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