Prominent landmarks will be illuminated using Philips' innovative and environmentally-friendly LED technology to raise awareness about the importance of breast health and early detection to millions worldwide. These landmarks, along with numerous others that will be lit pink worldwide, join together as part of The Breast Cancer Awareness Campaign's Global Landmark Illuminations Initiative and stand as symbols of hope and empowerment, encouraging all to "Connect. Communicate. Conquer. For a Future Free of Breast Cancer".
The 2011 BCA Campaign's Global Landmark Illuminations Initiative marks a dozen years of casting a bright light on a disease that, if localised and detected early, is 90% curable. By drawing on its expertise, Philips is using the power and versatility of LED to illuminate landmarks across the globe in an energy efficient way. Including the landmarks that will be lit by Philips as a result of this partnership, approximately 200 prominent landmarks around the world will shine a pink light as beacons of hope. In doing so, millions of women and men everywhere are reminded of the importance of annual mammograms if 40 years or older, and the benefits of early detection in preventing breast cancer.
The BCA Campaign set the Guinness World Record for "Most Landmarks Illuminated for a Cause in 24 Hours" in October 2010.
Landmarks that will be illuminated by Philips as part of The BCA Campaign's Global Landmark Illuminations incl;ude: RTBF Building, Brussels; Le Grand Palais, Paris; Yokohama Marine Tower; Palazzo Marino, La Scala Square, Milan; Philips Headquarters, Amsterdam; Selfridges, Oxford Street, London and the Air Traffic Control Tower at John F. Kennedy International Airport, New York.
(Jim Evans)
