Save Your Boobs, Unless They’re Saggy

Update:  Jezebel and The LA Times have posted two new stories also shaming the “Save the Boobs” campaign.

Just came across this psa “Save the Boobs” for ReThink Breast Cancer. In an effort to reach a hip, young, media savvy audience about the impact of breast cancer on young women, this campaign does nothing to lift the conversation and falls flat. ReThink’s mission aims to employ a “bold, enterprising and entrepreneurial approach”. Yet I wonder how does recreating the staid sexual objectification of an old Coors beer ad, where a bodacious babe’s boobs are so desirable they even leave a crew of gay men blushing, raise awareness around this serious issue?

Instead, this psa is aimed more at bosom buddies than at actual women. With the message being that if you’ve got a stacked rack then you should care more about dying from breast cancer than your counterparts. So, if your tatas aren’t titillating, then you aren’t as worthy of the attention or awareness.

Related Content:

Boobies, Ta-tas and Cha-chas,OH MY! The Sexy-Fication Of Cancer

Conversations About Body Image: A Place At The Table For Me?

4 thoughts on “Save Your Boobs, Unless They’re Saggy

  1. conducted a study on 318 viewers of the recent and controversial public service announcement on breast cancer awareness called ?Save the Boobs.? Results found that while the majority of male viewers (60%) felt the ad was appropriate, most women viewers (62%) found the controversial PSA to be offensive and inappropriate. While there were mixed reactions when comparing responses by gender, most viewers, both male and female (84% of males and 79% of females) felt the PSA was an effective one. More in depth results can be seen at:

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