Two Recent Breast Cancer Awareness Campaigns That Confuse Us

Over the past few years, a fair amount of controversy has surrounded Breast Cancer Awareness Month and many of its related campaigns — Susan G. Komen‘s PR troubles, the question of whether the disease suffers from “overawareness“, discussions about how fundraising dollars can best be used, and heated debate over the benefits and risks of screenings have landed related campaigns in a scrutinizing spotlight. While we aren’t going to delve into all of the debates here (because we’d never do the subject the justice this New York Times article does), we did want to share our two cents about a couple of campaigns we’ve come across this year that have either inspired “WTF moments” or at least made us wonder about their usefulness.

First, we’ve seen the below image pop up all over Facebook during the past two weeks. If you’ve seen it and didn’t bat an eye, or if you saw it and shared it, kindly take a second, closer look.

Questionable use of capital and lowercase letters aside, what is with the first line? “Support Breast cancer.” Really? Not “support awareness”; not “support research”; not “support screenings”, but this ad would just have us support the disease itself?

Furthermore, what does “setting your tatas free” actually accomplish, other than making car rides, stairs and jogging uncomfortable? This just doesn’t seem to have been thought through all the way, and falls under the category of “Hey, it’s October — better do something booby-related whether or not it makes sense or helps anyone.”

Next, falling under the category of “amusing, but what’s your point?” is Rebecca Romijn‘s recent (and admittedly funny) “Hand Bra” awareness spot for Funny or Die (below), in which the model/actress finally explains to the world why models are constantly cupping their own breasts in pictures.

While it’s thoroughly amusing to watch her poke fun at herself (and models everywhere), does the spot actually do much good? When we started watching it the first time, we assumed it was heading toward a closing message that would urge women to do self-exams, but it never actually makes that (or any other) point.

While awareness for awareness’ sake is nothing to shake a stick at, we just feel this spot could have accomplished more, especially considering Romijn’s reach.

So what do you think, readers? Have you seen other breast cancer awareness campaigns that have made you scratch your heads? Or are we just being overly critical?