Actress and model Elizabeth Hurley remembers all too clearly the shock she felt when she found out that her beloved grandmother was suffering from breast cancer. The fun-loving and energetic matriarch had kept the illness to herself for two years because she was too afraid to talk about it.

Watching her grandmother battle the cancer silently left a profound impact on Hurley, who was very close to her. So when the late Evelyn H Lauder, former senior corporate vice-president of Estée Lauder Companies and a pioneer in the breast cancer awareness movement, asked Hurley to be part of the global cosmetic group’s Breast Cancer Awareness (BCA) Campaign, she readily agreed.

“At that time, my grandmother had recently passed away from the disease, and I wanted to do my part to honour her, help spread the message about breast health and save lives,” says Hurley, who has been the BCA Campaign’s spokesperson since 1995.

Travelling the world every year to spread the campaign’s message on breast health, education and the importance of medical research to find a cure, Hurley says she is inspired by many people whose lives have been touched by breast cancer as well as researchers who work tirelessly to eradicate the disease.

She also personally takes the initiative to remind friends and family members to monitor their health, and lives a healthy lifestyle that includes growing most of her own vegetables and long walks on the farm she shares with her 12-year-old son, Damian.

Since 1992, Estée Lauder Companies, with brands like Bobbi Brown, Clinique, Estée Lauder and La Mer under its umbrella, has raised more than US$58m to support global research, education and medical services.

Nearly US$46m have gone into funding 185 research projects worldwide by the New York-based Breast Cancer Research Foundation (BCRF), which have resulted in significant innovations and improvements in care such as early-phase breast cancer vaccine trial and improved ways to assess risk in young girls with family hitatler_tatler_stories of breast cancer.

The theme of this year’s BCA Campaign is “Every Action Counts” and it harnesses the power of social media to encourage consumers to share their actions in fighting breast cancer through a photo, video or message on BCAcampaign.com or on Instagram and Twitter @BCAcampaign using the hashtag #BCAstrength.

The beauty giant will donate US$25 to fund a half hour of breast cancer research through BCRF with every action or unique post on these platforms between October 1 and World Cancer Day on February 4 next year. The goal is to raise US$25,000 to fund up to 500 research hours through the support of the global digital community. The campaign will also have an international multimedia project capturing the range of actions being taken around the world to end the disease.

Estée Lauder Cosmetics’ managing director, Singapore, Lisa Chow says, “Social media is a great way of reaching large volumes of people to share our story and increase education and awareness. This helps to unite all of us globally in committing to the common cause of eradicating this disease, as well as being a source of inspiration to all those affected.”

In Singapore, Estée Lauder works closely with Breast Cancer Foundation through fundraising activities organised by the company’s employees, such as the annual Beast Cancer Foundation Pink Ribbon Walk. On September 30 this year, Estée Lauder lit up the Merlion in Sentosa in glowing pink lights as part of its ongoing efforts to raise awareness of breast cancer through the illumination of well-known landmarks around the world, including New York’s Empire State Building, Tokyo Tower and India’s Taj Mahal. Sales of Pink Ribbon products from six brands under the Estée Lauder stable will also go towards supporting breast cancer education and medical research.

Hurley hopes that this year’s campaign would spur people to take simple steps in creating more awareness and support for breast cancer. “Simple gestures, from reminding your friends to schedule their annual health appointments to making a donation in a loved one’s honour to support life-saving research through the Breast Cancer Research Foundation can go a long way.”