In October 2011 and for the 12th consecutive year, over 200 landmarks around the world have been illuminated in pink in the Global Landmark Illuminations initiative conceived by Mrs. Evelyn Lauder, Senior Corporate Vice-President of the Estée Lauder Companies, one of the world's leading manufacturers and distributors of high quality skin care, makeup, fragrance, and hair care products. The Tel Aviv-Jaffa Municipality building joined hundreds of other landmarks around the world illuminated in this initiative, namely the Parliament building, the National Library, and the Old Parliament building of Australia, the Schönborn Castle and Lentos Museum of Modern Art in Austria, the Las Condes Civic Center and the La Manodea Government building in Chile, the Taj Mahal in India, and the list goes on and on. Mr. Oren Revah, CEO of the Estee Lauder Group of Companies in Israel said "Each year we choose to illuminate one well-known Israeli landmark in pink to shine a light on the fight against breast cancer, with one aim in mind, to remind as many Israeli women as possible that an early detection test has life-saving potential. We can work for a future free of the fear of breast cancer, and in order to beat this disease, we see it as our task to raise awareness among women worldwide."The global breast cancer awareness initiative, led by the Estée Lauder Group of Companies in Israel, is conducted in collaboration with the Israel Cancer Association. As part of this project, every year in October, different landmarks in Israel are lit up in pink, such as: Jaffa's Old City Walls, Jerusalem's Bridge of Strings, Tel Aviv's Azrieli Towers, Jerusalem's Tower of David and Shrine of the Book, Tel Aviv's Shalom Tower and Ramat Gan's Aviv Tower, the tallest tower in the Middle East. In 1992, Mrs. Evelyn Lauder, in conjunction with SELF magazine, initiated the pink ribbon project and launched the Estee Lauder Companies' Global Breast Cancer Awareness Campaign (BCA), currently held in over 70 countries and which has raised millions of dollars to fund research to find a cure. Evelyn Lauder remarked, "We launched our Global Landmark Illuminations Initiative in 2000 to add an exciting and unique global dimension to the breast cancer awareness campaign; women's eyes light up when this initiative is launched and awareness is increased by just turning on the switch. Over the past 12 years, our illumination effort expanded from a few prominent landmarks to over 200 landmarks throughout the world. We greatly appreciate the support of these world famous buildings, sites and monuments that join forces with us every year to paint the globe pink and assist in increasing awareness in order to combat the disease in the not so distant future." In Israel, the Tel Aviv Municipality building was chosen as the landmark to be lit up in pink, symbolizing the global fight against cancer, as it is one of the more well-known and central landmarks of Tel Aviv – a metropolis currently considered one of the world's leading capitals and cultural hubs, as well as a buzzing nightlife and entertainment center brimming with activity.Mrs. Miri Ziv, ICA's Director General, said: "The Israel Cancer Association spearheads the fight against cancer on all fronts, from promoting research, prevention, and early detection, to enhancing treatment modalities and rehabilitation for breast cancer patients and survivors. Estée Lauder Companies' willingness to join in the fight against breast cancer is to be commended, and its initiative reinforces our activities on a national and global scale". The breast cancer awareness campaign is the most prominent of ICA's campaigns, and it aims to educate women about the importance of early detection and treatment of breast cancer, and to help bring breast cancer to the forefront of the nation's agenda.