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'Save the Boob' Ads Turn Heads, Spark Complaints

Cutting-edge ads seek to reach younger women

By Mary Papenfuss,  Newser Staff

Posted Sep 24, 2009 3:31 AM CDT
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(Newser) – Just because breast cancer is serious, does that mean PSAs have to be?  "Save the boob" is the tag line on one irreverent video in a campaign for breast cancer awareness that's drawing fans—and furious complaints. Designers of the public service announcements aim to grab the attention younger women, and encourage them to do breast self-exams. One ad shows a well-endowed bikini babe sashaying past salivating onlookers. Another shows women "pledging allegiance" to their "girls, hooters, tatas and chichis."


The spots are "definitely not for everyone," a spokeswoman for Rethink Breast Cancer tells ABC News. "Young people picking up pamphlets with a 65-year-old woman on the cover are probably tossing them out. We're creating a bold way of communicating the message that's going to stop them in their tracks." But one viewer called the ads offensive. They "look like a Victoria's Secret ad, not an ad about women's health," she grumbled.

Some 25,000 participants join the York City Race for the Cure for breast cancer in Central Park earlier this month.
Some 25,000 participants join the York City Race for the Cure for breast cancer in Central Park earlier this month.   (Photo: Business Wire)
I pledge allegiance to my hooters, says a woman's voice in a controversial new breast cancer ad.
"I pledge allegiance to my hooters," says a woman's voice in a controversial new breast cancer ad.   (BestTubeVideo)
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Hot new breast cancer ads are causing a stir.   (BestTubeVideo)

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COMMENTS
Showing 3 of 18 comments
mooose
Oct 9, 2009 1:41 AM CDT
As someone in her early 20s, I think it's kind of sad that people have to resort to sexualizing and even making light of such a serious topic in order to reach people in my age group. There are other ways to create awareness and get our attention. Sure, sex sells, but this isn't some product like jeans or a fragrance-- it's about breast cancer. And while I support increasing awareness about breast cancer, I think these ads do somewhat of a disservice to that cause. "Save the Boob"-- why not "Save the Person"? Don't just care about the boobs, care about the whole person because it's his/her life at stake.
grassisntgreener
Sep 26, 2009 5:08 AM CDT
What a great idea to capture young womans attention.
riffran
Sep 25, 2009 7:55 AM CDT
If it raises awareness..go for it..I remember a person who had "something" growing and was told by the doc "You need to go see a specialist there is something bad starting"....but instead the person talked it over with her equally uneducated family...end of story, dead less than a year later...If her family had been better informed maybe they would have told her it wasn't ok...but who knows

 
breast cancer • commercials • advertisements • breasts • Susan G. Komen Breast Cancer Foundation • Breast Cancer Research Foundation • controversy • breast self examination • man boobs • public service announcement • boob

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