44 SOCIAL IMPACT SOCIAL INVESTMENTS THE BREAST CANCER CAMPAIGN IT’S MORE THAN A RIBBON. IT UNITES US. #TIMETOENDBREASTCANCER The Estée Lauder Companies has been a leader in the global breast cancer movement since Evelyn H. Lauder co-created the Pink Ribbon and started The Breast Cancer Campaign (The Campaign) in 1992. Around the world, COVID-19 has brought tremendous challenges, including for those in the breast cancer community who now face more risk and vulnerability. The pandemic has reaffirmed how crucial it is to support medical research and assist those currently living with breast cancer as well as vulnerable groups who may face a disparity in access to healthcare, and doctors, nurses, and caretakers on the front lines. That’s why we remain dedicated to The Campaign and its mission to create a breast cancer-free world. Though we know the world has changed, our Breast Cancer Campaign’s steadfast commitment to end breast cancer in our lifetime is stronger than ever. As our Company’s largest corporate social impact program, we continue to rally people everywhere, drive fundraising, and inspire action. IT’S #TIMETOENDBREASTCANCER . IN FISCAL 2021, THE CAMPAIGN TOOK THE FOLLOWING ACTIONS ALIGNED TO ITS MISSION: • United people virtually around the globe through digital events and activations to drive engagement and support. • Launched a new social media call-to-action (CTA) that rallied followers to support the Breast Cancer Research Foundation ® (BCRF) by showing their Pink Ribbon and sharing what it means to them by using the hashtags #TimeToEndBreastCancer and #ELCdonates via Facebook and Instagram. The Company donated $25 for every post made. The CTA exceeded its fundraising goal within the first two weeks of October 2020, allowing us to increase the donation amount by $50,000 for a final donation amount of $150,000. • Illuminated buildings, monuments, and landmarks worldwide in glowing pink lights to raise awareness of breast health, including the Empire State Building, New York; the Eiffel Tower, Paris; Burj Al Arab, Dubai; Lotte World Tower, Seoul; and Titanium La Portada Tower, Santiago. ELC employees and consumers in South Africa supporting The Breast Cancer Campaign.