I was surprised and a little dismayed when the “Save the ta-tas” campaign made it all the way to the window of my local pharmacy.  While I absolutely support breast cancer research, the slogan “Save the ta-tas” sexualizes breast cancer reducing the serious disease to the realm of popular trends and reducing women to the quality of their physical appearance (again!).

Sexualizing breast cancer reduces women to the sum her the parts. Its implies that a woman without breasts is not a woman at all, making it so vital that her breasts be saved.  It also implies that only women are the victims of this merciless disease promoting the misnomer that only women possess mammary glands and are susceptible to breast cancer.

This trend did not start with the “Save the ta-tas” campaign.  The Pink Ribbon campaign has been in full swing for years, So You Think You Can Dance dedicated a performance to breast cancer, and television commercials air regularly on the topic. The “Save the ta-tas” campaign just states outright what the other campaigns subtlety imply with the beautiful, seemingly carefree models they employ in advertisements.

Breast cancer campaigns use sexuality because breasts are constantly portrayed in the media as sexual entities.  There is a something a little erotic about a woman being prescribed by her doctor to feel her breasts on a regular basis. Breast cancer, however,  is not sexy nor is it fun.  It is not the pink ribbon sporting, fun loving, laughing beauty in the advertisements.  Its scary and sterile.  Its full of hospitals and doctors and uncertainty.

The focus on breasts as sexual objects and breast cancer as the mortal enemy of breasts is demoralizing to women who get breast cancer.  It emphasizes an elevated status that a woman’s breast has over her person and it reinforces importance that society places on these physical objects.  This only leads to further distress for women who get breast cancer, rather than encouraging joy and laughter as the “Save the ta-tas” campaign touts as a main objective.

It is important for diseases that affect women be researched and studied.  Breast cancer is incredibly important and needs public support, however that support should not come at the expense of women themselves.

Related posts:

1. Sex Sells: Breast Cancer Awareness and the Commodification of Women
2. So You Think You Can Dance, Tackles Breast Cancer?