Has Breast Cancer Awareness Gone Too Far?

Do you have a cute name for your “girls?” You know, your boobies, the twins, the ta-tas, your McMuffins? Maybe you and your significant other have some special names for you breasts, but is it okay for someone else to use them? Furthermore, do you want it be prominently displayed on a shirt, even if it is in the name of breast cancer awareness?

They’re Called Breasts

Do brands cross the line?

For many years breast cancer awareness has increased, reaching more and more aspects of our daily lives. To do so, however, it has had to penetrate different markets.

Past campaigns have included celebrities that have tried to reach out to women of all age groups. Last year, Mike’s Hard Lemonade began releasing pink versions of their drink despite the fact that both the American Cancer Society as well as the National Cancer Institute have concluded that even moderate drinking can increase the risk of breast cancer. In an article released by USA Today, Barbara Brenner, the executive director of an advocacy group called Breast Cancer Action openly admonished, “Anybody trying to sell alcohol to promote breast cancer awareness should be ashamed of themselves.”

Of course, Mike’s Hard Lemonade isn’t the only product stepping up its awareness game, perhaps merely to attract buyers. A number of products have hit the market recently, specifically shirts and bracelets, that may be pushing the line with slogans like, “I Love Boobies,” “Save the Ta-Tas,” and other seemingly playful phrases referring to your breasts. In the past, schools in a number of states around the country from California to Florida took to issue with the, “I Love Boobies” bracelets, stating that they felt the bracelets were not only inappropriate, but also insensitive to such a serious issue.

Going Too Far to be Funny

Where is the line?

As consumers we know that advertisers can sometimes miss the mark when it comes to giving us what they think we want. But where does cool, casual and friendly cross the line into becoming crass, uncomfortable or just plain inappropriate?

It truly depends on the woman. Because breast cancer involves, well, our breasts, it’s important to be aware that they’re going to be featured in advertisements geared towards raising awareness. However, some feel that the lighthearted language used for raising awareness, particularly ones that seemingly strip the cause of its due respect, undermine the gravity of the issue.

Unfortunately breast cancer affects many women annually. About 1 in every 8 women will develop breast cancer in their lifetime — someone’s aunt, mother, sister, cousin, friend or co-worker. This issue is one that effects all women regardless of age, ethnicity, social or financial status and even hair type. There is no line between us curly, kinky girls or straight or relaxed hair girls. So, maybe using language that appeals to the masses is what it takes to lower breast cancer deaths and raise awareness about the issue.

Mixed Emotions

• A look into message boards and comments on news sites online show there are a lot of different views on this issue.
• Some people feel that campaigns go too far while others feel that it is helpful to take some of the sadness and seriousness out of it.
• What do you think about this issue? Does using playful language seem inappropriate?