Fighting cancer with a sexy stolen hand bra

Posted by Tom Megginson | 26-10-2011 17:11 | Category: Health, Pinkverts, Women's Issues

In a post titled “Sexy Breast Cancer Ads” women’s blog Jezebel featured this image advertising fashion brand Defy DC’s “Saving Second Base” fundraiser:


The blog noted, “Well, here’s an event that inspires mixed emotions: on the one hand, Defy DC’s benefit will raise money for breast cancer research [100 percent of proceeds will be donated to the Susan G Koman foundation] and it’s being advertised with a photo of a woman of color. On the other hand, that woman is naked, and the event is called ‘Saving Second Base.’”

Jez links to the Defy blog, which shows this event ad:


Now, the “hand bra” is a popular pose in this supersexed media age. But Defy DC did more than co-opt a meme. They went right out and stole the most famous hand bra image of all from a mainstream media giant. Recognize the photo? Answer after the break.


The September 1993 cover of Rolling Stone, featuring a then-27-year-old Janet Jackson topless, was named the magazine’s “Most Popular Cover Ever”.

Is it okay to steal creative work for charity? I don’t think so. Especially when you yourself are in a creative field.

Defy DC

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)