The Estée Lauder Companies has made use of Instagram’s shoppable technology to launch a ‘fundraising activation’ to raise money for breast cancer awareness – said to be the first social media event of its kind.

Developing its Breast Cancer Campaign past awareness month in October, the event will see Instagram users be able to turn their ‘likes’ of certain images on the ELC page into donations for the Breast Cancer Research Foundation (BCRF).

Bari Seiden-Young, Vice President, Global Corporate Communications at The Estée Lauder Companies, said, “Since Evelyn H. Lauder first started The Breast Cancer Campaign 25 years ago, she knew its success and ability to bring us closer to a cure would be contingent upon people joining together around the world to rally against this disease. Instagram has changed the way people everywhere can now unite, share and inspire others through visual storytelling. We are proud to have created a unique activation on Instagram that allows people to donate to the world’s most promising research through the Breast Cancer Research Foundation (BCRF), (also founded by Evelyn H. Lauder in 1993), via select images on our feed.”

The fundraising event aims to help the company on its mission to raise $8 million, and is focusing on donations over the holiday period.