Estée Lauder is helping raise awareness for breast cancer via an ad campaign that is running on Kargo and Hearst Magazines? mobile properties.

The campaign is meant to not only raise money, but to also raise awareness and community involvement. Estée Lauder has been at the forefront of breast cancer awareness and research for 17 years and the mobile aspect of the campaign is meant to amplify its efforts.

?The key is that Estée Lauder is trying to do a great thing here and is using mobile philanthropically to promote this campaign to women on their mobile devices and this is really something novel,? said Harry Kargman, president/CEO of Kargo, New York.

?Kargo is honored to work with Estée Lauder for this cause and help connect the brand to its target audience,? he said. 

Ads are running on Hearst?s mobile properties such as Esquire, Good Housekeeping, Harpers Bazaar, Cosmo Girl, Seventeen, Cosmopolitan and Marie Claire.

They are also running on Kargo?s BlackBook, US Weekly, Star, Shape, x17 Online.

Mobile entered the picture because Estée Lauder is aimed at promoting its ?World Pink Mosaic? campaign through various types of new online media to engage the largest, most targeted audience possible.

The cosmetics/beauty brand is targeting women with its World Pink Mosaic campaign. The campaign launched Oct. 1 to kick off Breast Cancer Awareness Month. 

In keeping with the theme of Estée Lauder?s breast cancer awareness efforts, the company is planning to create the world?s largest online photo mosaic in the shape of a Pink Ribbon, with participants from around the world sharing their support for breast health and the desire for a world without breast cancer. 

The mobile banners encourage consumers to become a part of the World Pink Mosaic.

The landing page has a link to the Breast Cancer Research Foundation's site, where consumers can actually upload one of their own pictures for the mosaic.

Consumers can also donate to the charity via mobile using their credit cards. The BCRF's site is mobile-optimized.

Estée Lauder will measure the success of the campaign through engagement and conversion tracking, including number of photo uploads and donations.

To drive further awareness and excitement around the World Pink Mosaic, Estée Lauder has a Twitter effort for the month, along with social media outreach extending to Facebook and the blogging community. 

In addition, participating Estée Lauder brands will be supporting the program via email, search engine marketing and Web site promotion.

Mobile and online banner ads calling attention to the World Pink Mosaic are expected to deliver more than 200 million impressions, running across a range of publisher sites, ad networks, mobile networks and social networking sites.