Do we have to save boobs because we like them?

Is sexism really the only way to get attention from a younger audience? Do we have to save boobs from breast cancer because we like them? I’m not a saint but in this case I don’t get it. What is exactly the message from ReThink Breast Cancer in this new campaign made to kick off Breast Cancer Awareness month.
It seems to be a new trend, showing breast for creating awareness. I don’t have any problem with it when the key message is top priority.
This video, showing the pearls from MTV host Aliya-Jasmine, make the boys horny and educate girls to keep their breast healthy because it is important to show both of them any time any place.

I asked some friends on Twitter and by mail: awareness or sexism?

Florian Engel: “i think it really cries out for a spoof - haven’t seen anything so outrageous since the recent peta ads...”

Noah Scalin: “I think it’s pretty funny and considering how much mainstream stuff looks like this anyway, it’s refreshing when it’s about something else. That said, I can still see people being upset by it, but if the point is to get people talking about Breast Cancer, it’ll probably be effective!”

Andrea F. Hill: “When I was at the Social marketing in public health conference in Florida this June, they discussed the idea that traditional ad agencies don’t tend to “get” social issues. I think this is an example of that.
The ad catches your attention, sure. Sex sells, sure. But what is the call to action?  What am I motivated to do, after watching it? If there is one cause that doesn’t need to “raise awareness”, it’s breast cancer. Campaigns need to move beyond that and actually encourage people to act.
As well - creating an ad that I have to declare I’m over 18 to see is throwing up a barrier to reach people.”

Nedra Kline Weinreich: “I have mixed feelings about this video, but not for the reason that most people don’t like it. I think it’s brilliant to use sex to sell the issue if the audience is young men. But my problem with it is that there is no call to action. What are these guys supposed to do as a result of having seen the video? They already know they love breasts. They are aware that breast cancer kills people. And apparently there’s something called Boobyball that’s coming in October, but there’s no way to find out more about it as soon as they are inspired by the video.
They totally missed the boat on having the video lead viewers to the next step. There’s not even a website listed at the end. Are they fundraising? Do they want guys to urge their girlfriends to get mammograms (not likely necessary at that age)? Awareness for the sake of awareness is pointless unless it leads to action. But I do like how they have reframed the issue to make it something that men also have a stake in.”

Jorn Wemmenhove: “For me this campaign is sexism. It’s creating awareness with sexism. This campaign is much better.”

Tadeusz Szewczyk: Well, I guess both. I’m not sure whether the ends justify the means in this case. The display and focus on the breasts here is clearly sexist. It takes a really long time until you even notice that’s it’s not the sole purpose of this clip. It seems the target audience of this video is more male than female. It’s probably meant to go viral with the help of horny men and than to get noticed by females as well.
I didn’t really get what organization is responsible for it or their URL. Maybe I stared too long at the boobs? ;-)
I think sexism should be avoided, even for a good cause. PETA does it all the time and they also employ other unethical tactics. You live by the sword you die by the sword. It’s similar here. The sword of sexism kills the message.

Behind-the-scenes with Aliya-Jasmine:

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The boobs in question also wrote the ad, and provided creative direction. So it’s not so much a question of exploitation as attention whoring.

BTW, I was pleased to scoop Osocio for once: http://workthatmatters.blogspot.com/2009/09/too-much.html

I prefer this campaign on a very similar issue:
http://www.alrdesign.com/blog/2009/09/milking-cancer.html

what about the girls watching this ad that don’t look like mtv’s aliya-jasmine? the concept is not clever and, in my opinion, makes a mockery out of women going through a painful situation.

From the Osocio archive

See this campaign from the Osocio archive