Whoa, check out this hawt “Save The Boobies” PSA from Rethink Breast Cancer! It sure gets the point across: check your ta-tas for breast cancer, cuz it’s so awesome getting ogled at the pool! M.J. Decoteau told the New York Daily News“The spots are definitely not for everyone.” She says younger women are probably “tossing” breast cancer pamphlets with “a 65-year-old woman on the cover.” Decoteau added, “We’re hoping that they get the take-away message [from the PSA] to be breast aware.” The viewer’s aware of the breasts, all right!
I’m wondering if campaigns for breast cancer awareness becoming gratuitous, like People for the Ethical Treatment of Animals? PETA’s #1 stunt is to use women’s bodies—like their “fat women are whales” ad—to get their message across. Sex and controversy get some people to pay attention, sure, but they also reinforce other less-cool ides, like healthy boobs are important so a woman can show them off. I poked around the Rethink Breast Cancer and I dig the loving, supportive, pro-women activism it organizes for breast cancer survivors. But is manufacturing controversy with a PSA that looks like what goes on inside of a 14-year-old boy’s head really the way you want to educate women about a disease? [NY Daily News]