Cre­ated for a cause

The Star Malaysia - Star2 - - TRENDS -

Tote a bag to help spread aware­ness of breast can­cer.

WHILE he may not know much about breast can­cer, graphic de­sign and illustration stu­dent Lee Jia Chi­ang has cer­tainly heard of the Pink Rib­bon cam­paign and ef­forts to cre­ate aware­ness of the dis­ease.

(Pink Rib­bon is a global move­ment which be­gan in 1992, ded­i­cated to rais­ing breast can­cer aware­ness and fund­ing for breast can­cer re­search as well as sup­port­ing sur­vivors and their fam­i­lies.)

The 21-year-old and his course mates from One Academy, Kuala Lumpur, were ap­proached by Es­tee Lauder Com­pa­nies Malaysia last July to de­sign a tote bag that would re­flect the brand’s 2011 cam­paign’s theme: To­gether. Con­nect. Com­mu­ni­cate. Con­quer. For A Fu­ture Free of Breast Can­cer.

Lee’s de­sign of a pair of hands com­ing to­gether around a pink rib­bon was se­lected from over 100 en­tries.

“I read the brief a few times, drew about three drafts and it was such an un­ex­pected win be­cause the other de­signs were also very good,” says Lee.

He also shares that the prepa­ra­tion and con­cept for the tote took him about a week but only “two days to do the ac­tual de­sign”.

“I’m very proud and happy that now, apart from do­nat­ing (to the cause), I can con­trib­ute in a dif­fer­ent way that is more wide­spread and on a larger scale,” he adds.

The shop­ping tote would be given out to shop­pers who do­nate a min­i­mum of RM50, and it also comes with a Pink Shop­ping Pass­port en­ti­tling them to at­trac­tive dis­counts rang­ing from 5% to 50% at over 200 re­tail­ers at Pav­il­ion Kuala Lumpur and Fahren­heit 88 (KL).

The pass­port is valid un­til Nov 13 and can be used at re­tail­ers like Anya Hind­march, G2000, Juicy Cou­ture, Stu­art Weitz­man, Dorothy Perkins and Sin­cere Watch.

This year marks the 15th year Es­tee Lauder Com­pa­nies Malaysia is hold­ing the cam­paign, but it is the first time the com­pany is us­ing shop­ping as a chan­nel to cre­ate more aware­ness and raise funds.

The cam­paign pres­i­dent Joyce Teh ex­plains that the main idea was to “sell” the pass­ports but was wor­ried that it may not be at­trac­tive enough so they de­cided on a tote.

“It’s generic enough and peo­ple can al­ways do with an­other one (tote bag)! So we thought of us­ing a creative pool to come up with the de­sign of the bag.

“The One Academy is known to be a good school so why not el­e­vate lo­cal creative tal­ents?” Teh says.

She adds that the stu­dents were given free rein for the de­sign, “with no re­stric­tions or colour re­quire­ments, just a rep­re­sen­ta­tion of the pink rib­bon”.

Lee’s de­sign was the best be­cause “we felt it en­cap­su­lated the theme and is aes­thet­i­cally pleas­ing”.

“It took us two months to de­cide on the win­ner and we felt his de­sign com­mu­ni­cated the mes­sage about ev­ery­one work­ing to­gether hand in hand to spread aware­ness of breast can­cer quite well,” says Teh, adding that his de­sign and 24 oth­ers are cur­rently on dis­play at Fahren­heit 88, Kuala Lumpur un­til Oct 31.

There are 10,000 bags to be sold for the cam­paign and these can be pur­chased at all Es­tee Lauder coun­ters na­tion­wide.

Teh stresses that the ul­ti­mate aim of the en­tire event is to reach out to more peo­ple.

“Over­all, we hope to reach out to triple the num­ber of peo­ple we have touched be­fore and that each of them will be more aware, do rou­tine checks and spread the mes­sage. With these ef­forts, we hope to help re­duce the av­er­age num­ber of breast can­cer in­ci­dences in Malaysia,” she con­cludes. n Funds raised will go to the Breast Can­cer Wel­fare As­so­ci­a­tion, Col­lege of Ra­di­ol­ogy Malaysia, Can­cer Re­search Ini­tia­tives Foun­da­tion, National Can­cer So­ci­ety Malaysia, Kinabalu Breast Can­cer Sup­port As­so­ci­a­tion and Breast Can­cer Sup­port Group Jo­hor Baru. For de­tails, go to el­cbca.com.my or e-mail el­cbca@my.es­tee.com.

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