October 16, 2012 saw the all-night lighting in pink of Haifa University's Eshkol Tower, starting from 18.00, as well as the illumination of Israel's tallest residential tower, Migdal Neve Nof at the new Bat Yam promenade.
The "Estée Lauder" Companies' Campaign for Breast Cancer Awareness has partnered with the Israel Cancer Association for the past 13 years as part of the Global Landmarks Illumination Initiative (such as Old Jaffa, Jerusalem's Bridge of Strings, Tel Aviv's Azrieli Towers, Jerusalem's Tower of David and the Shrine of the Book, Tel Aviv's Shalom Tower, and the list goes on).
The Estée Lauder Companies' Breast Cancer Awareness Campaign illuminates major global historic landmarks in pink lights during the month of October - such as New York City landmarks, including the Empire State Building and Rockefeller Center, the Opera House in Sydney Australia, and India's Mumbai Bridge, and the list goes on.
Neve Nof Tower in Bat Yam
Mr. Oren Revah, CEO of Estée Lauder in Israel, said that "Illuminating these landmarks has one single aim that stands above the rest: to remind as many women as possible in Israel that early detection saves lives".
Mrs. Miri Ziv, ICA Director General, said that: "The ICA leads in the fight against breast cancer on all fronts, in activities ranging from promoting research, prevention methods and early detection, to enhancing treatment modalities and rehabilitation methods for patients and survivors. Estée Lauder's readiness to join forces to support the fight against breast cancer reinforces our activities on a national and global level and is to be applauded".
This year's campaign slogan: "Courage to believe in a world where breast cancer no longer exists. We promise to stay here until this becomes a reality!"
Haifa University's Eshkol Tower
This year, Estée Lauder International marks its 20th Breast Cancer Awareness Campaign. In 1992, Mrs. Evelyn Lauder, Senior Corporate Vice President of the Estée Lauder Companies co-created the Pink Ribbon with SELF magazine and started The Estee Lauder Companies' Breast Cancer Awareness Campaign that now spans the globe, present in more than 70 countries, and has distributed over 110 million pink ribbons as well as millions of informational brochures worldwide, and has also raised millions of dollars to promote research to find a cure for the disease.
In 2000 the Breast Cancer Awareness Campaign expanded its efforts and launched a Global Landmarks Illumination Initiative to spread the awareness message to help save lives in a new, exciting and dramatic way.
In 2010 the Global Landmarks Illumination Initiative achieved a new Guinness World Record entitled: "Most Landmarks Illuminated for a Cause", while Israel achieved a world record with the illumination of Old Jaffa.