Every October, institutions, companies and people around the world join together to support a common cause: the common fight against breast cancer.
For OAC Europe & Beyond, the upcoming Pink October is a very special one. For the first time, OAC is joining forces with Estée Lauder Companies Germany and the sports- and fashion house Breuninger to focus on the topic of prevention from breast cancer through outdoor sports and exercise in nature.
Breast cancer is the most common type of cancer: around twelve percent of all new cancer diagnoses worldwide in 2020 were breast cancer. The rate of the disease is increasing, especially in developing countries,
where most cases are diagnosed in the late stages. Men are also affected by the disease. The Estée Lauder Companies' breast cancer campaign which was initiated by Evelyn H. Lauder in 1992 aims to change all this.
It takes place annually in October and promotes greater awareness of the disease and its chances of cure through early detection and prevention in more than 70 countries through targeted campaigns and the symbolic pink ribbon! This year, thanks to OAC, the themes of prevention through outdoor sports and exercise in a healthy nature, as well as healthy lifestyle* are added.
Four main pillars of a healthy lifestyle*:

From top to bottom: 2015 photo: Sorin Morar; 2017 photo: Claudia Weaver; 2021 photo: Ich bin dabei! Brustkrebs verstehen

"We are looking forward to the events from October 1 - 3 together with Estée Lauder Companies Germany and Breuninger. Breast cancer is a type of cancer that is particularly responsive to exercise and sport in a positive sense in all three areas of prevention (before, during and after the disease). Six years after my own breast cancer diagnosis, OAC has succeeded in raising awareness in Germany, Europe and beyond for the topic of outdoor sports and exercise and a healthy lifestyle*. Our top-class international team, consisting of scientists from the fields of medicine, sports science, physiotherapy, public health, psychology, nutrition and patient organizations, NGOs and political players, among others, takes up this great challenge every day anew. This is not something that can be taken for granted, which is precisely why I am very grateful for it! A team at eye level with the goal of supporting people in Europe and beyond in the fight against cancer. This is what we work for, every day." Petra Thaller
Sport and exercise in healthy nature, healthy nutrition and mental health save lives!
The magic 40 percent*.

By 2035, the number of cancer cases could double, and without further action, cancer could become the leading cause of death in the European Union. However, 40% of all cancer cases can be prevented if risk reduction recommendations - as outlined in the European Code Against Cancer - are implemented.  Finally, cancer is one of the European research and innovation missions that aim to find solutions to some of the biggest challenges facing our world. They are an integral part of the Horizon Europe framework program with launched in 2021, see Europe's Beating Cancer Plan.


On the weekend of 1-3 October, Breuninger's Düsseldorf and Stuttgart flagship stores will shine in pink under the motto #TimeToEndBreastCancer.
In addition, there will be various campaign booths, the limited Pink Ribbon products, a Pink Charity Lunch and the kick-off to a Pink Running/Walking Challenge for a good cause in cooperation with Adidas on this weekend.
If all participants in the Challenge cover 1992 km between October 1 and 10, 2021 - the year in which the breast cancer campaign was founded - Estée Lauder Companies will donate 10,000 euros to OAC. OAC founder and president Petra Thaller will also be a discussion partner on various panels on the topic of "Outdoor Sport and Exercise in Breast Cancer."
Estée Lauder Companies x OAC Dates: From 23.09.2021, further information on our cooperation will be available at www.breuninger.com/brustkrebs-besiegen.