New Komen Campaign that Objectifies Women’s Bodies is No Cure
There is so much to find offensive in the new Susan G. Komen Breast Cancer Foundation marketing campaign that it is hard to know where to begin. It is doubtful that the millions of people who race for “the cure� and adorn their cars with pink ribbons expect the proceeds of their efforts to be spent on a $1 million re-branding campaign such as Komen’s that proclaims,
“We only focus on one thing. Or depending on how you look at it, two.â€?Â
If that is a little too subtle for you, how about the campaign’s new t-shirts that admonish,
“If you’re going to stare at my breasts, you could at least donate a dollar to save them,�
which seems to effectively condone the objectification of women’s bodies as long as it is all for a good cause.
Chris Orzechowski, Komen’s director for brand marketing, claims that one of the purposes of the campaign is to reach,
“younger audiences and more ethnically diverse audiences.”
But as Our Bodies Our Blog points out,
“(I)t’s difficult to imagine how focusing on the bodies of fit young white women — featured in the (Komen) print and poster ads — is an effective way of reaching out “to more ethnically diverse audiences.”
By far the most disturbing part of the campaign however is an ad written in the video game misogynist violence genre that reads,
“When we get our hands on breast cancer, we’re going to punch it, strangle it, kick it, spit on it, choke it and pummel it until it’s good and dead. Not just horror movie dead but really, truly dead. And then we’re going to tie a pink ribbon on it.”
This is the best metaphor for promoting medical research that $1 million can buy? It is quite unclear just who the target audience is for this grossly insensitive ad. It’s suggestion of violence is particularly ironic given that Domestic Violence Awareness Month takes place the same month (October) as National Breast Cancer Awareness Month.
Please contact Komen and let them know what you think of their new campaign:
or:
Susan G. Komen Breast Cancer Foundation
5005 LBJ Freeway, Suite 250
Dallas, TX 75244
Telephone: 972-855-1600
Fax: 972-855-1605
Filed under: Uncategorized, Action Alerts, Atrocities, Commentary
Oh, wow! That is quite the campaign! Are they really saying it’s ok to ogle women’s breasts so long as a donation is given to breast cancer research? Because if that is so, that campaign in wrong on so many levels!
My first impression on seeing a picture of the shirt was that it was one of those ‘edgy’ *rolleyes* shirts. It doesn’t appear to be woman friendly nor does the way the photo was shot.
Did the Komen advertising people consult with survivors of breast cancer? Or families of women who died of breast cancer? If so, I would think the campaigns would be more sensitive. It’s almost like they’re making light of breast cancer. Breast cancer is being treated as something trendy and cool instead of a killer.
I agree with Sarah and you all. Are people who have had cancer involved? Are they represented? Seems relevant because a fair proporiton of monies raised goes to local service (prevention/support), not so much for as-if “karate-chop” research. Then I follow you to the feminist issue. Maybe breasts, surely in cancer cases, are hallowed: where death can begin for some, where for others science, fortune, will and courage can allow survival. And in ordinary times, they can happily sustain early life.
I love both ideas. After finding out that my mum had breast cancer I have done anything and everything I can do to help. After what I have seen my mum go through I would love to get my hands on breast cancer and punch it, kick it, spit on it, and choke it. After all it has done to her that is the least I would want to do. I am 100% behind both of those shirts. It has obviously gotten peoples attention about breast cancer. Which any attention is good attention, because it is making people aware. It does apply to a younger audience, but don’t we want young people to be aware of breast cancer? I do not think this campaign is making light of breast cancer. It is proving a point.
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