American “breastaurant” chain Hooters, known for its female waitstaff in hot pants and tight shirts, wants to help raise awareness of breast cancer.
According to their press release:
This year’s campaign begins in October to align with national Breast Cancer Awareness Month and the iconic Hooters Girls will don pink shoelaces in honor of Hooters fundraising effort. Now through November 27, participating Hooters locations across the country will feature a special beverage menu, including Montevina Pinot Grigio, Simply Naked Red Blend, a Tropical L.I.T. cocktail and non-alcoholic strawberry lemonade. For each of these drinks purchased during the campaign, Hooters will donate $1 to The V Foundation. In addition, for every 2014 Hooters Calendar and select Hooters merchandise purchased, Hooters will donate 50 cents toward the breast cancer research fundraising campaign.The recipient charity, The V Foundation, was launched by American college basketball coach and broadcaster Jim Valvano shortly before his death from cancer in 1993:
To date, Hooters says it has donated more than $2 million to The V Foundation through the Kelly Jo Dowd Breast Cancer Research Grant. It was named after “1998 Hooters Calendar Cover Girl, Manager, and Cancer Fighting Symbol” Kelly Jo Dowd who was killed by breast cancer in 2007.
Hooters is one of many organizations that profits from the sexual objectification of women’s breasts, while also proclaiming a deep commitment to breast health.