This past Wednesday, October 13, was dubbed #NoBraDay. This may seem like a great way to raise awareness (though I’m sure everyone is aware of breast cancer), but when you start to think about it, is something like #NoBraDay bringing awareness to breast cancer or just sexualizing the disease itself?
Since 1985, October has been known as Breast Cancer Awareness Month, but each year it becomes more sexualized. From “Don’t Let Cancer Steal Second Base” memes and t-shirts to “Save the Boobies” bracelets to #NoBraDay on social media. Some people criticize the sexualization of breast cancer because, when we talk about testicular cancer, the same sexualization of the testicles is not present: we don’t encourage men to post pictures of their family jewels. A twitter user suggested changing the hashtag to #ScheduleAMammogramDay to actually help women raise awareness about the severity of the issue.
Breast cancer should be about saving the women and men affected by this disease, rather than the breasts attached to them. What happens when the breasts get removed? Are the individuals who go through mastectomies to have their breasts removed now just swept under the rug?
The problem with ads like this isn’t that they talk about female anatomy, it’s that they do it in the most objectifying way. They don’t show apprehension for the people suffering, they concentrate only on the breasts. They don’t give information about preventing it, treating it, or even symptoms of the disease. They simply show a suggestive catchphrase, shove a pair in your face, and call it “raising awareness.” I’m calling BS here.
I think it’s time for us as a society to reorganize our priorities and perhaps end measuring a woman’s worth by her actual measurements. Only after that happens, can we stop the exploitation of such a deadly disease.