Estée Lauder to expand its breast cancer awareness campaign

08/25/2014 | New York Times (tiered subscription model), The

Estée Lauder Cos., beginning this week, is turning its breast cancer awareness campaign into a yearlong event with a focus on digital and social media. The campaign will include the #BCAstrength hashtag, a $1 donation for every shared photo or message that the company considers "uplifting" and videos of families affected by breast cancer.

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New York Times (tiered subscription model), The

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