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!
Last week, in honor of October as Breast Cancer Awareness month, I posted an article that included a controversial video, Save The Boobys.
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
I read something along the lines of how dangerous chemicals and radioactive particles tend to collect in a woman's mammaries. The article was more focused on how these bad things can end up being fed to a mother's baby, but I can see how those same carcinogens, if allowed to collect in the breasts, might cause the growth of cancer in the mother.
I wonder if promoting lactation without consumption would be a cheap and effective way to cleanse the breasts.
Yes, but that would only work for pregnant women. What about the rest of us?
A simpler solution is to dramatically increase your daily intake of Vitamin D. Research now shows unequivocally that Vitamin D deficiency is at epidemic proportions in North America and there is a direct relationship with chronic low D levels and breast cancer as well as many other diseases.
I came across this very important video from Univ. of San Diego researchers which claims that fully 75% of colon and breast cancers could be eliminated by increasing D levels to 40-60 ng/ml.
Check this out: http://www.youtube.com/watch?v=9FMlQeH8RFA
Researchers are now suggesting that screening for Vitamin D levels is a new way to screen for early detection of breast and colon cancers. This is revolutionary, scientific and presents a whole new model for how to screen for cancer.
My own D levels were almost non-existant for 2 years prior to my diagnosis, so I take this stuff seriously. I now take 6000 IU's/day.
Thanks for your concern about this topic and for taking the time to leave a comment.
Best to you,
Judith
So important to get the message out there - I am not offended by any reference to boobies, tits, breasts - though I like the word breast. It has an expansive feel to it and speaks to me of nurturing. Whatever men think is fine with me too.
However, I am accountable for taking care of my health and that is what your message is about as I hear it. Now, there we are talking! And it is an valuable message.
With love and appreciation to you,
Anne
I'm looking forward to your next post.
Thanks for stopping by,
Judith
You've inspired me with your post found here: http://www.huffingtonpost.com/lauren-cahn/what-yoga-can-do-for-brea_b_313471.html to get back into yoga.
Thanks for being an important voice on this subject.
Blessings,
Judith
I loved your wonderful post! As an executive coach, I see one of the biggest challenges is that busy women are not taking care of their health.
"Touch A Tit and Save Your Boobs! " Why am I afraid that even typing those words will come back to haunt me. I am thrilled to be reminded to touch my breasts....and don't care what anyone has to say about it.
I will be reminding women to fondle themselves for the cause of better health.
Thank you once again!
Eli Davidson
How nice to see you here! I've missed your lively presence here on the Living page.
Indeed, how we need to be reminded to love our "girls" in the name of good health. Thanks for reminding others too!
Best to you my dear,
Judith
I like calling them "breasts." They are tender and to be cared for.
I think the ad intends endearment, just a younger person's version.
To each his own, huh? Thanks for stopping by........
Best,
Judith
You can do it! We need a man to weigh in here......
What's your take on the ads? Sexist? Reverse sexist? Effective? Whatdya got?
Judith
I find it refreshing for the ad world to come up with fun, fresh and non-medical ways to raise awareness for breast cancer. I used to work at the American Cancer Society just 10 years ago, and there was nothing this fun or sophisticated to help women let go of their fear, and do the exams that can save their lives.
Great job oh "bobby queen!" I think that is your new title and Love the new Feel Your Boobies photo poster!
Keep it up.
Kari
Just what I've always aspired to be! Thank you for my new title...... I love it!
I can't put anything together, but I'm sure it can be done. With 'alea iacta est' somewhere in there...
just can't figure it out right now.