Every 19 seconds, a woman is diagnosed with breast cancer and her life and those around her change forever. It’s spine-chilling when you realise 1 out of every 15 women will come to suffer from this disease, but regardless of the age at which it’s detected, with care and attention, it can be prevented.
The numbers in the last three decades have improved considerably, but we need to continue informing us of ways to act on time, as this can make a big difference in the life of a person with cancer.
Each year the fight against this disease is commemorated in October (#pinktober) and multiple brands join the cause through campaigns and fundraising. In 2018 there are three in the fashion industry that stand out for their enthusiasm and feminine solidarity.
In 1992, Evelyn H. Lauder co-created the iconic pink ribbon that gave a path to The Estée Lauder Companies to commit to the fight against breast cancer. Through its annual campaign (which to date has raised $76 million) manage to finance treatments, medical research and awareness of this tragic disease that affects the life of many women.
This year they seek to inspire action by illuminating buildings and monuments in pink around the world (such as the Eiffel Tower or the Empire State Building), distributing informative brochures, raising funds and inviting us to share photos with a pink heart-shaped bow on social networks accompanied by the hashtag #TimeToEndBreastCancer.
Berlei launched the campaign #ITouchMyself with important figures as ambassadors such as Serena Williams, who this October joined forces with the brand to raise funds and promote educational spaces that teach women to care for and examine themselves.
The brand of Australian underwear launches, as part of the campaign, a bra inspired by the rocker Chrissy Amphlett of The Divinyls, who died of breast cancer in 2003. The brassiere of snakeskin print carries the message “I Touch Myself” in the inner lining to remind women to self-examine regularly or visit their doctor. 100% of the benefits will be granted to the Australian Breast Cancer Network.