Can social media help win the war against breast cancer? The Estee Lauder Companies (EL) believes it can. The company's 2015 Breast Cancer Campaign urges consumers to post messages, photos and videos on Instagram or Twitter using #BCAstrength, to show how they are taking action to fight against breast cancer. The company’s executive chairman, William Lauder, said it was time to move away from just raising awareness. ‘For twenty-two years we’ve been talking about raising breast cancer awareness. We’ve been lighting landmarks, such as the Empire State Building or the Eiffel Tower. For years, everyone’s been wearing pink ribbons,’ said Lauder. ‘Now we’re talking about taking action.’ The theme of this year’s campaign is ‘Every Action Counts. What’s Yours? ‘We’re also inspired by the ice bucket challenge that happened a year or so ago and the impact that viral social media can take on a campaign, both to raise awareness and to bring engagement to a cause that everyone agrees is the right mission to take,’ added Lauder. For every unique post on Instagram or Twitter, Estee Launder will donate $25 to the Breast Cancer Research Foundation, with the goal of trying to raise $25,000. TheSttreet's Rhonda Schaffler has details from New York.