In Indonesia, 1.4 in every 1.000 people have breast cancer. This is a global phenomenon that affects 1 in 18 women. The urgency to raise awareness on breast cancer motivated Evelyn H. Lauder of Estee Lauder to start a global campaign, with the now ubiquitous pink ribbon, back in 1992. Over two decades after its beginning, the global campaign has turned into continuous research, detection and medication effort.
Yesterday, the Breast Campaign Awareness month in Indonesia kicked off at the Main Atrium of Pondok Indah Mall 2, South Jakarta. Themed “Take Action Together to Defeat Breast Cancer”, the annual programme started off with an educative talk with President of Yayasan Kanker Indonesia (YKI), Prof. dr. Aru Wisaksono, former Puteri Indonesia Whulandary Herman, cancer survivor and founder of Cancer Information and Support Center (CISC) Aryanthi Baramuli and Cicilia King of Dior Indonesia.
“Contrary to popular belief, inherited mutations ‘only’ contribute to five to ten percent of breast cancer cases,” Wisaksono said. “However, here at YKI we do encourage regular checks for breast cancer because really, it can affect just about anyone.” Whulandary shared about her heightened awareness on breast cancer after it affected one of her relatives. For eight years now, she has sworn by vegetarian diet.
Three brands under the Estee Lauder Company – Estee Lauder, Bobbi Brown and Clinique – takes part in the month-long campaign. A select few of their products, including Estee Lauder Pure Color Envy Sculpting Lipstick – Powerful in Pink, Bobbi Brown Rich Lip Color in Cosmic Pink and Clinique Chubby Stick Intense Moisturizing Lip Colour Valm in Plushest Punch will retail with special prices this October. All proceeds benefit YKI.
The Breast Cancer Awareness programme continues at Pondok Indah Mall 2, Plaza Senayan (October 13 – 16) and Surabaya. Guests could participate in engaging activities to benefit the campaign. For more information, go to BCAcampaign.com. To spread the awareness via social media, use #BCAStrengthID,