Breast cancer is the most common type of cancer for women in Switzerland. One in eight women will be confronted with the diagnosis during her lifetime. The “Campaign against Breast Cancer”, which was initiated by Evelyn Lauder in 1992 and supports various research projects worldwide, aims to change this. In addition to its commitment as a sponsor of various Pink Ribbon events, the Estée Lauder Companies wanted to create its own event this year to raise public awareness of breast cancer. For this reason, a beauty pop-up store with 3 stands in three different sized airclads was set up at Zurich main station. Here, the guests could buy strongly discounted beauty articles. 100% of the proceeds went to the organization “Look Good Feel Better”. There were also two information stands in the name of “Annabelle” and in the name of “Look Good Feel Better”. At “Annabelle”, the guests were able to have a free and personal consultation with a doctor from the Zurich Breast Center. At “Look Good Feel Better” the guests were informed about beauty workshops and their effects on cancer patients. The highlight of the activation was a projection of the pink ribbon onto the inner facade of the main hall of Zurich’s main station, which was staged in a media-effective and attention-grabbing way.