Most of breast cancer cases can be cured if caught in time. On October 19th 2020, Estée Lauder needed to raise awareness among women of the importance of early detection with a digital campaign that could challenge all pandemic boundaries.


Every 15 seconds, somewhere in the world, a woman is diagnosed with breast cancer– the same time an Instagram story lasts.


We created hundreds of Instagram stories of celebrities and influencers counting up to 15 on their profiles with the hashtag #15seconds.


Results from #15seconds have been impressive. In the first 24 hours, the campaign achieved an audience organic reach of 8,881,000 – with more than 6,393, 000 impressions on digital platforms. TV and print reached audiences of 812k and 1.3k, respectively. Estee Lauder also donated $500k to campaign partner MACMA, a breast cancer support organization in Argentina, to offer free mammograms, and our third-party partner Falabella, who raised more than half a million dollars selling hero products to help the cause.

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