Instagram something pink, help save a life
Chonx Tibajia (The Philippine Star) - September 15, 2015 - 10:00am

MANILA, Philippines - You say you’re tired of Instagram, but what if I told you that your photo can save lives? Would you think of it as any less trivial?

Esteé Lauder and The Peninsula Manila have partnered once again this year for the Breast Cancer Awareness (BCA) campaign that has been bringing women, men and families from over 70 countries together for the past two decades to raise funds that will sustain breast cancer reasearch, facilities and treatments. Esteé Lauder has taken the campaign to the digital age by involving everyone via social media.

All one has to do is post a photo of support for the BCA campaign — ideally showing something pink — with the hashtag #BCAStrength and #PenInPink. For every post, you donate a dollar to the cause. As Esteé Lauder founder Evelyn H. Lauder said, “It is really something that can never be done by any one person. It has to be done by a group.” And this year, the group includes all of us.

The Peninsula Manila recently hosted an advance launch of the campaign, which will begin in October, to kickstart the fundraising. Since the launch, thousands have already posted something pink on Instagram with the #BCA Strength hashtag, along with a caption that shares how the fight against breast cancer is relevant to all. In true Esteé fashion, the campaign has empowered women who are dealing with the illness personally, and everyone else who has been affected by it in some way.

“Our founder started the campaign in 1992. She started it with the creation of the pink ribbon, which is now the symbol of breast health. She also founded the Breast Cancer Research Foundation. It’s getting stronger year after year, ” says Esteé Lauder country manager Mel Lerma.

This year, together with The Peninsula, they aim to raise P4M for breast cancer research, improving the facilities, and supporting those afflicted in every possible way. “The Peninsula Manila has really elevated their efforts. The Art of Pink is a project that was initiated by the Pen and this year, the art is even more amazing,” Lerma adds.

For this year, the Pen is holding The Art of Pink campaign. Starting Sept. 15, artworks by acclaimed Filipino artists BenCab, Elmer Borlongan, Impy Pilapil, Plet Bolipata and Ramon Orlina; furniture designer Kenneth Cobonpue; and select pieces from the collections of some of the finest contemporary Filipino galleries such as Artinformal, Avellana Art Gallery, Galleria Duemila, Silverlens, The Drawing Room and Tin–aw, will be exhibited at the lobby. They will be auctioned on Oct. 1 at the Pen, by official auction partner Christie’s and Jonathan Stone. Proceeds will go to the Philippine Foundation for Breast Care, Inc., which is rehabilitating the Breast Care Center of East Avenue Medical Center in Quezon City.

“We were just overwhelmed by the response from all the artists who wanted to participate. On the first of October, we also start all of our Pen In Pink programs — the Pink Staycation (for every booking, you make a P500 donation), the Pink Afternoon Tea, the pink pins will be sold at the lobby, and the fountain, which has been something we’ve been doing for five years now, will be lit pink. That evening, we will be auctioning all the artworks at the hotel. We are targeting to raise P4 million at the auction, and P6 million total,” says Sonja Vodusek, general manager of the Peninsula Manila.

Esteé Lauder and The Peninsula have been partners for three years. “We lit up our fountain and we saw that Ayala Museum was also lit up and we thought why don’t we just do one thing — we’re stronger together. That tagline is very apt. Collectively, we want to be known as the partnership that is really making noise about breast cancer,” says Vodusek. “What we would really like is for other organizations to also light up their buildings on their own initiative to show their support.”

Want to help but don’t know what to post? Here’s an idea: post all your pink Esteé Lauder products for a start (that includes La Mer, Origins, Bobbi Brown). We know you’ve been wanting to. Now you have a good — GREAT — excuse.



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The Peninsula Manila’s Pink Staycation is valid the whole month of October. Room rates start at P11,000. The package includes The Art of Pink Peninsula Afternoon Tea, 15-percent discount on Franck Provost hair salon services, and buffet breakfast for two adults and two children (ages six below) at Escolta.

For information, explore the hashtags #BCAStrength and #PenInPink, or visit

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