Thanks to our Living page editor, Alana B. Elias Kornfeld's post, in which she credits Dr. Christiane Northrup for renaming Breast Cancer Awareness Month to Breast Health Month. I like the reframe! After all, isn't that what we're focused on? Let's keep those "girls" healthy!
The video continues to air on YouTube and as a public service announcement for ReThink Breast Cancer, the intention of the video was to spread the word and help raise awareness for the disease. Thought that's what we were doing here.
Some feminists feel this new breed of ad is misogynistic, objectifying women's breasts and appealing to men's tendencies towards "lechery." Perhaps, but only if the viewer misses the ad's playful, somewhat mocking intention. Dan Neil of the LA Times puts it this way:
Feminist film theory has a name for the camera's eye here: The "male gaze," which is to say, the camera's view is that of the male spectator and unseen protagonist regarding the female as an object (cf. Laura Mulvey's "Visual Pleasure and Narrative Cinema"). This is the camera's-eye of pornography and it's inherently misogynistic. The "Save the Boobs" spot spoofs the male gaze and turns it into something positive.
Hello....It's a spoof! Can we lighten up? As a card-carrying feminist, I for one am not offended by this ad. It gets the job done. Look, we're having a conversation about it, aren't we? This is progress. I doubt a bunch of gray-haired ladies sitting around feeling their breasts would have stirred this kind of interest. Don't get me wrong. I mean no offense to gray-haired ladies. I am one who also had breast cancer. I'm just adamant that we get this message out: the sooner, the younger, the earlier, the better.
Since October is Breast Cancer Awareness Month (BCAM), aptly renamed Breast Health Month for our purposes here, I've been on the hunt for other materials to help spread the word. Since women of all ages, from 15-99, are at risk for breast cancer, it's important to not only take the disease seriously, but to also take seriously the need for attending to the health of "the girls."
There are a number of new ads out this year just in time for BCAM. This "new breed" of ad, targeted primarily at younger women, is definitely not your mother's public service announcement. Take the Yoplait Pledge ad for example.
Yoplait is encouraging Generation Y women in the United States to lower their risk of breast cancer by taking the Yoplait pledge online via Facebook. The campaign provides a page where women can become fans, take the pledge, gift risk-lowering tips to the friends and donate their status. Funds provided by Yoplait will go towards research conducted by Dr. Kristi Egland, working with Susan G. Komen Foundation for the Cure.
Click here to go to the Facebook page. Every pledge will donate a dime to the Susan G. Komen Foundation for breast cancer research. This 50-second ad is fabulous! Check this out:
I love this! This PSA is intended to educate younger women to develop a relationship with their breasts, (or "know your girls"), become proactive about their health and to not be afraid to consult with their doctor if they experience any changes in breast tissue or density. Just in case they take down this video too, here's the text of The Pledge:
"The Yoplait Pledge":
I pledge allegiance to "My Girls",
To my Chi-Chi's, to my Hooters,
To my Ta-Ta's, to my Gazangas,
And their normal state of being.
And to tell my doctor about any changes
I see or feel immediately,
With specificity and tenderness for all.
Spread the word, tell your friends. Go on Facebook and take the pledge. While you're at it, you could post this article to your Facebook page so all your FB friends will see it and can take action.
And older women, we're not excluded from this endeavor. We might have been brought up in an era when people didn't talk openly about things like breast cancer. But times have changed and we can jump on board this train too. This ad might be aimed at the younger set, but the message applies to anyone with a breast.
Here's another PSA called "The Booby Scare". It uses a different approach. See what you think:
The point is the same. This one uses humor in a different way. It might not be your cup of tea, but many younger women will relate to the manner in which the message is delivered.
And ladies, don't forget that this week is also National Feel Your Boobies Week! You can go on the website and download a "Boobicon" for your Facebook page. Every aware woman should have one! Men, you too. I've even posted mine here so you'll be sure to get the message.
I'm encouraged to see these creative new ways to get the message across. How about you? Does this new approach offend you? I'm interested in hearing from both younger and older women. How do you respond to this new approach? Men, please don't feel excluded. We'd really love to hear your opinions too! What do you think, men? Do these ads appeal to your "lecherous' tendencies? Does this accusation seem sexist to you?
Please drop by the comment section below or feel free to contact me directly by visiting my personal blog and website at Rx For The Soul.
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Thanks for taking the time to stop by. I appreciate you!
Blessings on the path...
Follow Dr. Judith Rich on Twitter: www.twitter.com/dr_judithrich