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Tuesday October 15, 2013 MYT 12:00:00 AM
Tuesday October 15, 2013 MYT 8:58:27 AM
One highlight of Estee Lauder Malaysia’s Breast Cancer Awareness Campaign is the Landmark Illumination project, where national landmarks such as the National Science Centre are bathed in pink light.
OCTOBER is Breast Cancer Awareness Month and in support of the cause, the Estee Lauder Companies is holding an annual campaign that’s in its 21st year.
The theme this year, Let’s Defeat Breast Cancer. We’re Stronger Together, hopes to garner global response in defeating the breast cancer stigma, increasing awareness and promoting early detection while raising funds for essential medical research.
One important event is the Global Landmark Illumination Initiative, where iconic landmarks around the globe are illuminated in a glow of pink during the campaign.
Initiated in 2000 by Evelyn Lauder, the initiative has helped to spread the message in a dramatic way.
For 12 years, the Breast Cancer Awareness (BCA) campaign has illuminated hundreds of famous buildings, monuments and landmarks in glowing pink lights around the world. The landmarks include the Sydney Opera House, Leaning Tower of Pisa, Tokyo Tower, Taipei 101 Tower, Tower of London and the Empire State Building.
In 2010, the initiative set a new Guinness World Record for the “most number of landmarks illuminated for a cause in 24 hours”.
Apart from fundraising activities, Estee Lauder Malaysia has also organised several events to help raise public awareness of breast cancer while showing support for those
affected by the disease.
This year’s BCA campaign will see the illumination of the nation’s most iconic landmark, the Petronas Twin Towers.
For two nights, Oct 18 and 19, the landmark will glow in pink to serve as a reminder of the cause.
The KLCC Lake Symphony Fountain will also be illuminated in pink that night until the end of the month.
This year’s initiative marks the first time Estee Lauder Malaysia is collaborating with the Petronas Group of Companies, made possible by the support of its women’s arm, Petronita.
“Apart from it being a symbol of hope, we also hope that this initiative will bring attention and awareness of breast cancer to all Malaysians.
“Through awareness and education, we hope more and more women will put aside their fears and do the right thing, such as breast self-examinations and for those above 40, mammogram.
“This is the first step to prolonging our lives in any case of breast cancer,” said Estee Lauder Brand Malaysia Katrina Liew general manager.
Having taken part in this global initiative since 2007, Estee Lauder Malaysia has added many of Kuala Lumpur’s iconic landmarks to the list of illuminated landmarks. They include Kuala Lumpur Tower, Bangunan Sultan Abdul Samad, Bintang Walk, Pavilion KL, Fahrenheit 88 and the National Science Centre.
“Being able to illuminate the Petronas Twin Towers has always been a dream for Estee Lauder Malaysia as this will lend even more impact to our campaign.
“We are proud to finally do this and hope that all Malaysians will join us during the illumination and see for themselves the beautiful sight.”
On top of that, the company will be presenting a multi-sensorial and immersive digital light show (projection mapping) on the façade of Suria KLCC in anticipation of the light-up opening ceremony.
This 3D light show aims to bring the crowd together in a deep and emotional journey of the Breast Cancer Awareness Campaign as a symbol of togetherness.
Since it is the first time ever that the Twin Towers will be lit in pink, this historical moment will be celebrated as pink ribbons come alive in a digital 3D light show.
The public is invited to witness the illumination and watch the digital 3D light show at the KLCC Lake Symphony Fountain, KLCC Park on Oct 18 at 7.30pm.
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Lifestyle, Central Region, Estee Lauder, illuminate, iconic, Petronas Twin Towers
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