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How Raison D'Être Made Breast Cancer Awareness Personal in 2013
"We're Stronger Together" is a digital public service campaign created by New York agency Raison D'Être for the Estée Lauder Companies' Typeinvestigations.clapboard.com/archive/inglot-breast-cancer-awareness-beauty">Breast Cancer Awareness initiative, launched in October 2013 in the United States and extended across 70 countries through a multilingual microsite that invited survivors, families, and communities into a shared circle of strength, according to Trbusiness.
The campaign centres on three breast cancer survivors — Annie, Marlena, and Arlene — each portrayed in her full social identity as a mother, sister, daughter, and best friend, according to Dailybruin. By anchoring its narrative in these layered human roles rather than in clinical data, the campaign communicates a proposition that is both emotionally direct and strategically precise: breast cancer does not affect patients in isolation, and the act of supporting someone through the disease is itself a form of public health action. The social media microsite, hosted at bcacampaign.com/strongertogether, was translated into 16 languages and made accessible across 70 countries, turning a United States-originated initiative into a genuinely global conversation, according to England Nhs Uk.
Participation mechanics were built around concrete, low-friction actions. Visitors could form "Circles of Strength" by inviting friends and family through direct Facebook integration, schedule mammograms, share healthy-lifestyle goals, upload personal photographs, donate to The Breast Cancer Research Foundation, and contribute to the public conversation using the hashtag #BCAstrength across Twitter and Instagram. The campaign's musical backbone, the song "My Own One" written by Emily Moldy, provided an emotional through-line connecting the film content to the microsite experience. Digital production was handled by Click 3X. The campaign earned a Clapboard Score of 64 out of 100, reflecting its structural ambition and multi-platform coherence against the measurable constraints of its documented engagement data.
Raison D'Être built the campaign's strategy on a single, well-evidenced insight: breast cancer awareness fatigue was already a documented risk in cause marketing by 2013, making emotional differentiation essential. Rather than leading with survival statistics or clinical imperatives, the agency positioned community solidarity as the primary motivator for action — a shift from fear-based to connection-based public service communication.
The broader cause-marketing landscape in the United States provided important strategic context. Cause-marketing donations across all categories were estimated at approximately one billion dollars in 2013, according to Reuters, indicating a crowded attention environment in which breast cancer awareness campaigns competed not only with one another but with the full spectrum of charitable messaging. In that environment, the Estée Lauder Companies' cumulative fundraising record — more than forty-eight million dollars raised across the life of its Breast Cancer Awareness Campaign, with a declared target of five million dollars for 2013, as reported by PR Newswire — signalled an organisation with the resource and credibility to sustain long-form narrative investment rather than rely on short-burst awareness bursts alone.
The competitive frame matters. UK-based Breakthrough Breast Cancer's "Touch, Look, Check" campaign, as documented by the Marketing Awards, took a behavioural-prompt approach focused on physical self-examination, a tactically distinct strategy from the solidarity model Raison D'Être pursued. Where that campaign sought to embed a solitary health behaviour, "We're Stronger Together" sought to socialise the entire awareness and action journey. The Facebook integration was not incidental decoration; it was the mechanism through which individual sentiment became collective commitment. In the United States, where social media platform usage was at a significant growth inflection point in 2013, this structural choice gave the campaign a distribution advantage that a microsite alone could not have generated.
Click 3X directed the film component of the campaign, with Jonathan Yi identified as director in connection with the broader Estée Lauder breast cancer awareness work of that period, as documented in PR Newswire coverage from 2014. The creative approach resists the conventions of public service filmmaking — there is no voiceover authority figure, no alarming statistic rendered as a title card, and no single protagonist positioned as a representative type. Instead, Annie, Marlena, and Arlene each carry a distinct emotional register while sharing a common structural position: they are defined first by their relationships, and second by their diagnosis.
This narrative architecture is deliberate. By introducing each survivor through her relational identity — as a mother, a sister, a best friend — the campaign engineers a point of entry for viewers who have no personal cancer experience. The emotional identification is relational before it is medical, which broadens the addressable audience considerably and aligns with the campaign's core strategic claim that breast cancer affects everyone connected to a patient, not only the patient herself.
The music choice reinforces this intent. "My Own One," written by Emily Moldy, is a quiet, intimate composition that refuses the triumphalist tone common to cause-marketing soundtracks. It holds space for grief and resilience simultaneously, which is consistent with the campaign's refusal to simplify the survivor experience into a clean arc of suffering followed by victory. The microsite's user-generated content layer — inviting visitors to upload photographs and post using #BCAstrength — extends the film's logic into participatory media, positioning every contributor as both audience member and co-author of the campaign's ongoing narrative. Production credits beyond the director and music composer are not fully publicly documented for this campaign.
The campaign generated 266,054 views, 154 likes, and 9 comments in its archived record, figures documented in the campaign's public listing. These numbers, taken in isolation, are modest relative to the scale of the platform infrastructure the campaign deployed. However, they require contextualisation against the campaign's structural design, which distributed engagement across Facebook, Twitter, Instagram, and direct microsite participation rather than concentrating it in a single trackable asset.
The Estée Lauder Companies' cumulative fundraising performance provides the more meaningful impact indicator. The parent initiative had raised more than forty-eight million dollars across its lifetime by the time the 2013 edition launched, with a declared annual target of five million dollars, as reported by PR Newswire. Fabrizio Freda, President and CEO of The Estée Lauder Companies, described the campaign's animating vision in terms that connected individual emotional response to long-term institutional mission, stating in a PR Newswire release from October 2014 that "there is something extraordinarily moving and undeniably universal about the energy that fueled Evelyn Lauder's vision to make breast cancer a thing of the past." No independently verified performance data specific to the 2013 microsite's conversion metrics — mammogram appointments scheduled, donations attributed directly to the campaign, or Circle of Strength formations completed — is publicly available.
Structurally, the campaign's effectiveness lies in its stacking of low-commitment and high-commitment actions within a single user journey. A visitor could share a post, invite a friend, or donate — each action reinforcing the next. The Clapboard Score of 64 out of 100 reflects this structural intelligence alongside the documented limits of its measurable public footprint.
"We're Stronger Together" was a digital public service campaign launched in October 2013 by Raison D'Être for the Estée Lauder Companies' Breast Cancer Awareness initiative. It featured film portraits of three survivors and a multilingual microsite available in 16 languages across 70 countries, integrating Facebook participation and user-generated content through the hashtag #BCAstrength.
Raison D'Être, a New York-based advertising agency, created the campaign. Digital production was handled by Click 3X. The campaign launched in October 2013 in the United States as part of the Estée Lauder Companies' annual Breast Cancer Awareness initiative, with the microsite reaching audiences across 70 countries.
The microsite allowed visitors to form "Circles of Strength" by inviting contacts through Facebook integration. Users could schedule mammograms, share healthy-lifestyle goals, donate to The Breast Cancer Research Foundation, upload personal photographs, and post using #BCAstrength on Twitter and Instagram, all within a single connected digital environment.
The campaign recorded 266,054 views, 154 likes, and 9 comments in its archived record. These figures reflect engagement concentrated in documented tracking points, while the campaign's broader participation — across Facebook, Twitter, Instagram, and direct microsite actions — was distributed across platforms without a single consolidated public metric.
The campaign featured "My Own One," written by Emily Moldy. The composition provided an emotionally understated musical foundation for the survivor film, holding space for both grief and resilience rather than adopting the triumphalist tone common to cause-marketing soundtracks, and connecting the film experience to the microsite's participatory design.
The campaign received a Clapboard Score of 64 out of 100. The score reflects the campaign's structural intelligence — its stacking of low- and high-commitment user actions within a multilingual digital environment — alongside the documented limits of its measurable public engagement footprint as recorded in publicly available campaign data.
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