Breast Cancer Awareness - Not Boobs R Us
"In this country, we're so focused on physical looks. We tie the issue of femininity to physical appearance, and people think primarily of breast cancer that threatens your breasts -- though those who have it realize, more significantly, that it threatens your life." Fran Visco
See that ad up there? It stopped me in my tracks, as it was meant to do. But once I figured out its message, I had to ask, What is the American Cancer Society thinking???
Yes, October is Breast Cancer Awareness Month. A cause I support with everything I've got. Two sisters, two aunts, two cousins and a best friend are breast cancer survivors. That friend's mother, several friends and my late mother-in-law weren't so lucky.
That American Cancer Society ad doesn't promote breast cancer awareness, it trivializes women by promoting beautiful, youthful breasts. Adding insult to injury, there's another ad using the same perky picture which reads, "If you're 40 or over, talk to your doctor about getting a mammogram."
Trust me, if you're 40 or over, your breasts haven't looked like that in 20 years. And if you've had a mastectomy, they'll never look like that again.
I've spent more than half a lifetime in the marketing profession, so I understand the value of an attention-grabbing photo. But please, there has to be a better way to attract clickthroughs for breast cancer awareness than by channeling Victoria's Secret.
The horror of breast cancer deserves--no, demands--advertising support that reflects the seriousness of the subject. Millions of women fight this crippling, devastating disease every year. Millions more lives are at stake. Prevention is key. Education is vital. Early detection is critical.
Statistically, women over 40 are most at risk. But to look at that ad, you'd think it was touting plastic surgery, not mammograms. Whoever conceived the idea of using soft core porn to promote breast cancer awareness is quite simply a pig.
What's the rationale? Get husbands and boyfriends to click on the pretty boobs and they'll urge the women in their lives to have mammograms? Give me a break.
The people who approved and executed these ads need their heads--and their ethics--examined. If any of them are women, I hope they get their breasts examined too.
Stupidity should never stand in the way of breast cancer awareness.