Breast Cancer Awareness Campaigns
Visibility in urban spaces for greater solidarity
For Estée Lauder Companies, Live Lab translated the Breast Cancer Campaign into urban interventions over several years as part of a comprehensive awareness campaign. Everyday moments were amplified through digital channels, creating an impact that began locally and extended far beyond.
Different locations, formats, and channels followed a clear logic: visibility in public spaces generated attention, which was amplified through digital channels. This connection created recognition, a sense of closeness, and anchored the campaign for the long term – in the urban landscape and beyond.
2025 – Digital participation becomes physical
Over several weeks, a growing image emerged online from individual contributions. Hundreds of faces came together to form the central campaign symbol and became visible as a large-scale facade installation in the urban space. Digital participation and physical presence intertwined, amplifying the campaign’s reach.
2022 – A symbol over the city
For the 30th anniversary, the campaign’s commitment became visible on the Uetliberg. An installation emerged above the rooftops of Zurich, translating collective action into a precise symbol – as a moment on-site and as an image that spread far beyond the immediate setting.
2021 – Urban space becomes a stage
Lake Zurich became the canvas for the campaign. A staged light trail across the water transported the central symbol into a new context and generated significant visual attention. The visual imagery was specifically extended for digital channels and continued to have an impact long after the moment had passed.
2020 – Activation in everyday life
A temporary installation featuring a pop-up brand space and free breast cancer screening was set up at Zurich Main Station. Counseling, dialogue, and fundraising intertwined, making the topic immediately accessible. A media-effective indoor projection enhanced visibility and sent a clear message in public space.
2022 | Camera & Lighting: Chris Reist, Photos: Alfonso Smith Photography
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