At the end of the movie Groundhog Day, a relieved Bill Murray declares "anything different is good."
Breast cancer awareness slogans seem to adopt the same mantra. For obvious reason, the movement has "assets" that can be deployed that other forms of the disease cannot. At the same time, critics cite the clever, catchy marketing campaigns as attempts to sexualize a serious disease. On an altogether different front, schools across the country have disallowed similar awareness t-shirts that didn't fit their parochial definition of appropriate behavior.
In a recent highly-publicized incident, administrators of Gilbert High School in Arizona banned the wearing of t-shirts by school cheerleaders that said "feel for lumps, save your bumps". Per a USA Today report, the lines were firmly drawn: "We're not saying anything a doctor wouldn't say," said one cheerleader, and on the other side of the debate, the administration, which replied: "In no way is the school administration against Breast Cancer Awareness Month or initiatives students might take in support of it; we just want to make sure we're in the bounds of appropriate boundaries of a school setting." The cheerleaders pointed to similar awareness t-shirts worn around campus, including a sign language club shirt that says "I'm good with my hands" and another breast cancer awareness shirt with the expression "Save second base".
One year ago, the American Civil Liberties Union, on behalf of students of the Easton Area School District in Pennsylvania, took the "I (Heart) Boobies" bracelet debate to court in order to overturn a ban on wearing the $4 rubber bracelets. U.S. District Court Judge Mary McLaughlin heard testimony on both sides and ultimately ruled that the slogan was neither lewd or vulgar, subsequently issuing a temporary injunction on the school district from enforcing the ban.
The Keep A Breast Foundation is at the center of the marketing strategy, primarily aimed at reaching younger women and promoting awareness of the risks of not regularly checking for lumps. According to the American Cancer Society, 40,000 women die from the disease annually. From the KAB Facebook page:
Our mission is to help eradicate breast cancer by exposing young people to methods of prevention, early detection and support. Through art events, educational programs and fundraising efforts, we seek to increase breast cancer awareness among young people so they are better equipped to make choices and develop habits that will benefit their long-term health and well-being.
What better way to reach younger women than creating memorable slogans and catchy marketing campaigns? Other similar slogans found on t-shirts at savethetatas.com can be found here.
Utilizing clever catch-phrases to help motivate and educate young women about early detection of a serious disease has been an effective, galvanizing tactic. Only a government or quasi-governmental body would consider such means to be sexualization of a potentially life-threatening illness. In the sports world where machismo is a prerequisite, male athletes across the globe have donned pink sneakers, towels and other paraphernalia during breast cancer awareness month. The ACLU made the right call by taking the case to court against rampant over-politicization. If only school administrators would realize that everyone (hearts) boobies — even District Court judges.
Sources:
- Ariz. school objects to cheerleaders' breast cancer shirts, Hayley Ringle, USA Today.
- Judge Ok's school 'boobies' bracelets, Devin Wagner, USA Today.
- A nice rack of slogans, Anne Kingston, McLeans.ca
Walter McLaughlin - I am a 47-year old commercial banker living in the Seattle area. I am an avid sports fan, but also greatly enjoy writing satirical, ...
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