Created for a cause
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 firstname.lastname@example.org.