On September 21st, the Marganit Tower at Rabin Military Camp (Kiryah) in Tel-Aviv was illuminated in pink, as part of the Israel Cancer Association's initiative in launching the 2020 Breast Cancer Awareness Month and promoting early detection of breast cancer as a preventative measure. The Kiryah's Marganit Tower joins over 200 landmarks illuminated in pink worldwide throughout the month of October, as part of the Estée Lauder Companies’ Breast Cancer Campaign. Among the landmarks are the Empire State Building in New York, the Eiffel Tower in Paris, the Citadel in Milan, the Opera House in Sidney, Australia, the Tokyo Tower in Japan, the Schönbrunn Palace, and the list goes on. This a 28-year campaign founded by the late Mrs. Evelyn H. Lauder, who created the iconic pink ribbon identified with this awareness month as well as the establishment of the Breast Cancer Research Foundation. The slogan accompanying the campaign this year is: "It's Time to End Breast Cancer."
Oren Revach, General Manager of Estée Lauder Group Israel said that "there is one most important purpose for the illumination: to remind all women in Israel that early detection saves lives."
According to Miri Ziv, ICA Vice Chairman: "The ICA leads the fight against breast cancer on all fronts, through research, promoting prevention methods, early detection and improving treatment and rehabilitation modalities of patients and survivors. The Estée Lauder Group's willingness to join forces and help the ICA in its fight against cancer is admirable and reinforces our activity on a national and international level. A heartfelt thank you and appreciation to the IDF, who approved the ICA's request to illuminate the Marganit Tower in order to help raise awareness to the importance of fighting breast cancer."
According to Rabin Military Camp Commander, Colonel Eyal Yosipesko: "the IDF sees it as a valuable privilege to take part in raising awareness to breast cancer in the population. This action is yet another educational opportunity that reflects the IDF's values."