GLOBAL, NOVEMBER 2010 – October was Breast Cancer Awareness month, and several campaigns featured by Mashable, Copyranter and The Inspiration Room went pink to show their support.
Grey Amsterdam unraveled its campaign for Pink Ribbon, an annual magazine dedicated to the fight against breast cancer, which showed women who have survived breast cancer through print and TVCs. Samsung also presents a touching collaboration with British artist Samira Harris to make a mosaic art of 1,096 men and women to make up the Botticelli Venus, in honor of the 1,096 who died of breast cancer in the UK last year. As men are also prone to breast cancer, the NFL has donned hints of pink in their games, on players’ uniforms, equipment, or caps. These items are auctioned off after the season for the benefit of the American Cancer Society.
Then there are other campaigns that just seem off-strat, such as Monopoly’s "pink edition" for the benefit of the New Zealand Breast Cancer Foundation. While it’s touching for a well-loved family affair to benefit a cause, it’s hard to maintain the link between a game of earning fortunes and claiming property with cancer. To make for an even more confused fusion, well-loved Monopoly street names were replaced with names of the foundation’s corporate sponsors.
The most off-putting form of support however, would be the Facebook status memes. Last year, women on Facebook were in on a movement to announce the color of their bra in their status message. This year, for the same cause, women shared where they liked "it"–actually, a handbag–but the connotations of phrases such as "I like it on the bed" were what made the meme a hit. Both were started for the benefit of breast cancer awareness, but it’s the suggestive undertones that made the lasting impression, rather than the cause. There’s no denying the fun of it, but let’s not kid ourselves here, that’s all it is and nothing more.
The non-profit organization Feel Your Boobies threw a competition for the funniest PSA for breast self-examination. Here is the winner of that YouBoob Funniest Video Contest
Taking the same idea to the extreme is this not-suitable-for-work video of a sex worker. More uncomfortable campaigns
. Don’t say we didn’t warn you.
Something to consider: if you go pink, think of how it far and how consistent it is with your cause. Lest we forget, we are up against a life-threatening condition without a cure. A bit of humor and shock may be necessary, but it shouldn’t distract from action.
