I think the slogan is actually counter-productive to what they're trying to achieve.

To raise breast cancer awareness, I would think you'd want to emphasize that breasts are NOT just sexual or for the pleasure of men... but this slogan plays to the opposite of that.

Seeing breasts as primarily sexual stops some women from being comfortable breast feeding (which greatly lowers breast cancer rates) or from taking action that can save their lives (don't want to lose a breast or part of one because they won't be "sexy" any more) or from thinking it is important to monitor the health of their breasts. And of course men and their attitudes are a big part of this. I don't think the problem with breast cancer is people not loving breasts, it's people not seeing the full spectrum of what breasts are and overly sexualizing them.

So the foundation might make a little money but is also spreading ignorance at the same time - how pointless.

I wouldn't want it in my school if I were a teacher, not because the word "boobies" is inappropriate in a sexual way but because it is demeaning and childish, as RCW said.
Get used to me. Black, confident, cocky; my name, not yours; my religion, not yours; my goals, my own; get used to me. -Muhammad Ali