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[boobstagram] – Cleavages against cancer

[boobstagram] – Cleavages against cancer

This may just be the ultimate example of a breast cancer awareness effort using the borrowed interest of sex to get attention.


Yes, “[boobstagram]” is a parody of the popular photography-based social network, Instagram. Except this one, based in France, is all about boobies. Their motto roughly translates as “showing her breasts to the internet is good, showing them to her doctor is better”, and they encourage women to submit creative self-portraits of their cleavage.

There are many:


While harnessing the willingness of young women to expose themselves to an always-interested Internet is hardly a new idea, this campaign wraps itself in the virtuous cause of cancer prevention. But is this really needed? The sexualization of breast cancer is a contentious issue—at best Machiavellian, at worst deeply offensive to survivors and victims.

In their “why?” page, founder Julien GLT and “sociologist” Lionel Pourtau (both men? hmmmmm…) explain that this is a way to engage young people in an important discussion about breast cancer prevention, using the means of expression at hand.

Take away the cause, and this is no different than any voyeur site. Encouraging young women to commodify their bodies online is not helping anyone except those whose motives are not so lofty.

Want a fun, irreverent campaign to empower young women to be proactive with breast health? Check out Keep-a-breast (”I Love Boobies”), Coppafeel, Feel Your Boobies, Self Chec, or any other cause that does more to raise awareness than say, “Hey, tits!”


I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more