Breast Cancer Campaign EMEA 2022
Breast Cancer Campaign EMEA 2022
Role: Internal Communications and Social Media Channels: Intranet, e-blasts, office screens, Instagram, and LinkedIn
Overview
The Estée Lauder Companies’ Breast Cancer Campaign is a global initiative dedicated to raising awareness and funding for breast cancer research, education, and medical services. For its 30th anniversary in 2022, I supported the EMEA rollout, helping turn the global campaign into local employee activities designed to encourage participation across the region.
Challenge
Global headquarters provided four expected deliverables for the 2022 campaign, but the EMEA rollout needed to feel more relevant to employees across different markets. The challenge was to create activities that encouraged people to participate while staying aligned with the global campaign narrative and visual identity.
Approach
- Launched the Employee Ambassador Program, encouraging employees to share photos wearing a white shirt and pink ribbon.
- Designed and managed a “Running Challenge” to encourage participation, physical activity and team spirit.
- Produced the internal communication toolkit, including E-blasts, newsletters, intranet articles and social media content.
- Created the content posted on the ELC EMEA Instagram account.
- Ensured consistent messaging, tone, and visuals across all channels.
