MANILA, Philippines - The pink ribbon is back.

After raising awareness on the importance of early detection for breast-cancer patients, the Breast Cancer Awareness (BCA) Campaign of the Estée Lauder Companies (ELC) shifts its focus to funding research and studies that will lead to a cancer-free world.

A symbol for breast health, the pink ribbon has been an integral part of the BCA campaign worldwide. The movement kicks into high gear this October, observed internationally as National Breast Cancer Awareness Month.

Spearheaded by the ELC, the Philippine chapter of the worldwide BCA campaign puts together for the first time an art gallery that ?celebrates womanhood? through the artworks of young and promising artists.

ELC is one of the leading manufacturers and marketers of skincare, makeup, fragrance and hair-care products sold in over 140 countries.

It started its campaign in 1992 in the United States. In the Philippines, this is the company?s third year of spreading awareness on breast cancer.

The ?World Pink? art exhibit is a collaboration with 318 Galleries. It features the works of artists Jhun Alfon, Celso Pepito, Loreta Racuya, Ronoel Pascual, Jake Catha, Hermes Alegre, Ugu Bigyan, Andi Cubi, Ronino Quinto, and Blaine San Juan. The exhibit is ongoing until Oct. 24 at Rustan?s Makati.

Proceeds from the sales of the artworks, many of which were created solely for the gallery, go to Bosom Buddies, an organization devoted to funding medicines for early detected breast-cancer patients.

Limited edition crystal-encrusted pink ribbons are given to those who buy the paintings, which cost from P15,000-P60,000.

A million cases

Worldwide, over a million cases of breast cancer are detected each year.

However, research has shown that early detection gives women a 98-percent survival rate.

On hand to help ELC spread its message that early detection saves lives is the Breast Cancer Research Foundation (BCRF), a group dedicated to funding innovative clinical and genetic research for the cure of breast cancer.

BCRF has raised more than $220 million since it was founded in 1993. To date, ELC and its retail partners have raised more than $25 million for BCRF.

Aside from the art gallery, counters of participating brands under ELC (Estée Lauder, Clinique, Bobbi Brown, La Mer, ADF, Origins) would be merchandised with World Pink Acrylic stands to underscore this year?s theme ?World Pink. World without Breast Cancer. Wear a Pink Ribbon. Make a Difference.?

Involved in the corporate social responsibility are ELC employees who proudly wear their own pink ribbons the whole month of October. For them, this serves as an alarm for women to check their breasts and get an annual mammogram if over the age of 40.

By the end of this month, ELC estimates it would have distributed more than 80 million pink ribbons worldwide.

Promos

The ?pink-themed? promotions have even created pastries and drinks in honor of the BCA campaign. At Peninsula Manila?s The Lobby and The Bar, guests who avail of the special offer for the month automatically give a portion of the sales to breast-cancer awareness.

Other countries are doing their part, too.

In Panama, the BCA campaign has organized free breast implants and reconstructive surgeries. In the United States, Delta airline has devoted a special pink-and-white ?Pink Plane? to its fleet since 2005.
Some nations hold golf tournaments, walkathons and bake sales; others sell pink balloons and tank tops.

Monuments the world over have also been bathed in pink light to bring together women and men alike from all walks of life to find a cure for breast cancer. It serves as a reminder to visit a doctor should one suspect of having contracted the disease.

Famous landmarks that have since been illuminated include the Empire State Building in the US, Sydney Opera House in Australia, Tokyo Tower in Japan, The Arena in Italy, Millennium Monument in China and the Paris City Hall in France.