Tag Archives: breast cancer

Spread the word: “awareness raising” that doesn’t raise awareness is stupid

Apparently breast cancer awareness week is a movable feast. It happens whenever somebody decides that Facebook hasn’t had enough “awareness raising”… this time round it’s not quite as innuendo laden as the last few years. Women are being asked to put a vegetable as their status.

This one is pretty dumb, so it hasn’t caught on with the same gusto that the others have…

But, in case you’re wondering, this is what they mean.

Blueberry: I’m single
Pineapple its complicated
Raspberry: Im a touch and go woman
Apple: Engaged
Cherry: In a relationship
Cucumber: I just had sex!
Banana: Im married
Avocado: Im the “other one”
Strawberry: Cant find the right one
Lemon: Wish i was single
Grape: wants to get married.

How this relates to breast cancer is just completely beyond me. I think people just want to launch a meme, so they tack a popular cause onto it, say “this is a secret, don’t tell any men” and then release it into the wild.

I’ve made my opinion on this kind of “awareness raising” pretty clear previously, at least this one is relatively free of gutter level innuendo, but please. Just stop. It was funny (almost) once, it was hackneyed the second time, and now it’s just ridiculous. Why don’t we try just talking openly and honestly about breast cancer rather than copy and pasting for a cause or engaging in this “lets not talk about the elephant in the room” style of drumming up awareness for your cause.

Gary posted this the other day, it also goes nicely with my rant the other day about annoying status updates.

Awareness raising is overrated

All publicity might be good publicity. But publicity is not created equal. And if you think telling me where you leave your purse when you get home in some sort of innuendo laced update on a social media platform I’m going to have the following reactions:

a) feel mildly uncomfortable.
b) think “what is going on here”
c) google the repeated phrase.
d) go “oh, that’s stupid.”
e) not think positively about your cause.
f) not donate.

There’s a world of difference between good awareness raising – where the campaign is linked with the cause in the public consciousness (like Jeans for Genes Day and even Movember), and campaigns based on being cryptic and excluding people not in the know.

Awareness as the “ends” of a campaign is ridiculous. Awareness is a means to an ends in PR. Campaigns should push people towards the end, not just stop at people being “aware.” What good is being “aware” of breast cancer? It’s not much good for the sufferers, or for those who are genetically predisposed to suffering.

See Stuff White People Like for a more biting summary of this problem than I am able to produce. Basically raising awareness is the stuff people do when they are not interested in actually doing something.

“An interesting fact about white people is that they firmly believe that all of the world’s problems can be solved through “awareness.” Meaning the process of making other people aware of problems, and then magically someone else like the government will fix it.

This belief allows them to feel that sweet self-satisfaction without actually having to solve anything or face any difficult challenges. Because, the only challenge of raising awareness is people not being aware. In a worst case scenario, if you fail someone doesn’t know about the problem. End of story.”

This campaign is as dumb as the bra colour one from January. I saw it defended, when a friend dared to question it, as “awareness raising” which is the window dressing of real action.

Newsflash: Everybody is aware of breast cancer, most people have lost a friend or loved one, or know somebody who has. If you have the public profile of breast cancer you can actually just ask people for money. Set a funding target. Go for it. Have a telephon (is that how you spell the fundraising thing done by the telephone?).

Here’s the message that is apparently doing the rounds… tell me how anybody thinks this is a “success”…

“About a year ago, we played the game about what color bra you were wearing at the moment? The purpose was to increase awareness of October Breast Cancer Awareness month. It was a tremendous success and we had men wondering for days what was with the colors and it made it to the news. This year’s game has to do with your handbag/purse, where we put our handbag the moment we get home for example “I like it on the couch”, “kitchen counter”, “the dresser” well u get the idea. Just put your answer as your status with nothing more than that and cut n paste this message and forward to all your FB female friends to their inbox. It doesn’t have to be suggestive. The bra game made it to the news. Let’s see how powerful we women really are!!!”

Let’s see how powerful we women really are? I’m sorry. If the “power of women” is using Facebook to get on the news then somebody tell our Jules, or Hillary Clinton, or any other successful woman. Most of the PR industry are women, if power is about media attention then those women are the gatekeepers. And if anybody in PR thinks this campaign has had a serious effect on the image of breast cancer – other than trivialising it – then I’m yet to meet them.

Furthermore, if women need to resort to sexual innuendo to be powerful then there’s something vastly wrong with society. Seriously. I thought we’d moved past that.

That is all.

UPDATE: Funnily enough, a corollary, a perfect foil, a Facebook awareness campaign that works (in my opinion), is going on at pretty much the same time. The “RU ok” campaign is a perfect example of an awareness raising campaign that actually benefits the purpose it promotes. It encourages people to ask their friends if they’re ok – and it raises curiosity without trading on double entendre or outright crass innuendo.


The Facebook booby trap

Am I the only person (not just male surely) who is sick of the Facebook phenomena of females posting the colour of their underwear as their Facebook status.

Yes, for the slow people, that is why you have been seeing colours as statuses.

I hate breast cancer. Everybody does. Nobody is unaware of it. And seriously. Posting a colour to raise awareness does nothing for the cause.

Has anybody been compelled to make a donation to breast cancer research as a result of the colour “blue” or “chartreuse” (whatever that is).

I know many of you reading this have taken part in the exercise. And I understand your motivation. But either you’re responding to a friend telling you what is going on – or the originally circulated spam that read:

Some fun is going on….just write the colour of your bra in your status..just the colour, nothing else, and send this on to ONLY girls no men… it will be neat to see if this will spread the wings of cancer awareness. It will be fun to see how long it takes before the men will wonder why all the girls have a color in their status…thanks ladies!

Fun? Posting colours and keeping secrets is fun? No. It’s childish.

Here’s a more scathing analysis from Jezebel

But what good has it really done for breast cancer awareness? Does anyone on Facebook really not know about breast cancer to the point where someone posting “purple lace!” and eight dudes responding, “Ooh, hot, lol” is really doing to anything to really help the cause in any possible way? If anything, the constant sexualization of and cutesy-poo approach to breast cancer pushes people to take it less seriously. As Tracy Clark-Flory of Broadsheet notes: “This bra color movement seems a similarly desperate attempt to get guys to simply give a crap about breast cancer by making it sexy and flirtatious, which I find not only embarrassing to women but insulting to men.”

And, you know, spreading awareness of an issue that statistically is much more predominant in women by keeping the men out of it… that’s a good idea.


You don’t see guys running boxers or briefs social networking campaigns to raise awareness for prostate cancer. No. We grow moustaches and collect money.

It seems equally stupid. But there’s a difference. Movember raised awareness and almost $20 million (in Australia – and about the same world wide) for the cause.

A public awareness campaign with no call to action is just stupid. Having a strong call to action is the key to any marketing or public relations campaign. A call to action says: “if you care about this, do this”. Marketing that says “care about this” serves no purpose but to get people to care about an issue they probably already care about. A public awareness campaign where the call to action is “keep this a secret from the guys” is even dumber.

This “Bra Colour” Facebook campaign is stupid, juvenile, and almost completely pointless. Unless all the outcry about how pointless it is leads to some people actually donating.

And I’m proud to be a part of that.

If you really want to make a difference regarding Breast Cancer then do this:

Donate online

Help the National Breast Cancer Foundation to fund research into the prevention, treatment and cure of breast cancer. (If you would like to set up an ongoing donation, please call 02 9299 4090.)

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