I love any charity that does innovative awareness campaigns, and the Susan G. Komen foundation undoubtedly had one of the best awareness & branding campaigns through the color pink at marathons, product promotions etc. Yesterday, seeing people post colors on facebook, like many others I was puzzled to say the least. I went on to then find out that these women were posting their bra colors.
Let me break down this mindless act for you:
Action: Posting Bra Color
Expected Reaction: To increase awareness about breast cancer
1. People commenting on how boring or interesting or wild you are based on a bra color
2. People would google - to find out that those status messages were girls posting their bra colors.
3. Maybe a few clicks to the Breast Cancer Foundation (IF you posted a link, if not, sorry cant give you that)
What puzzles me is why the thousands or millions of women think it exciting, funny, interesting to do this exercise & reveal their bra colors, without thinking for a second wheather this actually helps raise awareness for breast cancer or not. Assuming there are thousands of shallow women who want to post bra colors, the truth that hit me was that the women who were really, truly affected by breast cancer probably don’t wear a bra - post surgery. The Washington Post article on this goes on to support this thought. Did you think for a second that those women would have to post -”none” while you update your status to “zebra print” or whatever else?
If you are one of the persons who did update your status with a color:
I have a few questions for you, to understand your motivations.
1. Did you check for lumps in your breasts before or after you posted your color update?
2. Did you include a link (then, or later) to the Breast Cancer foundation?
Why on earth would any self respecting woman want to let the world know what color bra they are wearing without doing any of the 2 points
Just because it is in text (bra color) and not a photograph, does not mean it is suddenly acceptable and ok to share details about your body or your clothes or your ‘wild side’. Its like saying penthouse letters is better than playboy magazine cause it does not have any pictures.
In my opinion – this is what this managed to achieve:
1. It gave insecure women a way to get the attention of men & women on facebook. That might be a cynical thought, but why else would you do it, if you didnt post a link, clarify or do nothing na-da to be aware yourself or create awareness among atleast some facebook friends.
2. Increased masturbation on Facebook for the day. Yes, they did masturbate.
3. Gave women a chance to show the world what giggly high school girls they can be.
4. In an ADD world of shrinking attention spans, it increased the number of “fans” for the Susan G. Komen foundation by 100,000. And how many of those who did post status msg, and became “fans” actually checked their own breasts for lumps? or think about the true surviors of breast cancer who had to post the answer – none?
5. And lastly, this whole exercise pissed me off enough to write this.
PS: The Komen foundation has come out stating they were not behind this campaign.