It’s been 20 years since Estée Lauder senior corporate vice president Evelyn Lauder passed out the first pink ribbons at makeup counters in New York City for National Breast Cancer Awareness Month.

Today, the campaign has gone global – and even digital – as the company raises awareness and money for breast cancer research through the use of social media sites and live events in cities all over the world.

In this mediabistro video, model and actress Elizabeth Hurley, Estée Lauder executive chairman William P. Lauder, and Maureen Case, president of specialty brands Bobbi Brown, La Mer, and Joe Malone, share their stories of courage, inspiring milestones, and memories of Evelyn Lauder, who passed away in 2011.

“My grandmother died of breast cancer,” Hurley said. “She died just before Evelyn started her campaign and she was a typical example of people who didn’t understand breast cancer… at that time breast cancer was something that was whispered about.”

Noted Lauder, “Since we started trying to raise money through the Breast Cancer Research Foundation, the survival rate for people diagnosed with Stage 1 or Stage 2 breast cancer has gone from seventy-five percent to over ninety percent.”

“My message to women who have been diagnosed is, you’ll get through it,” said Case. “You have to have courage and to me, Evelyn Lauder exemplified courage.”

Also Read: Estée Lauder Turns the Internet Pink for Breast Cancer Awareness Month