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B-52's, Headlights, or Jugs: Breast Cancer Org's Target Men
By: Jeff Louis
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All men love breasts. Some love them secretly. Others wear t-shirts that shout out that they are "breast men." Even men that don't dig women are drawn to a woman's chest...not sexually, but out of curiosity. (It's a cruel society that labels a straight man as a stalker for staring at a woman's assets for too long while a gay man has free reign to reach right out and grab a woman's chest in public...)

Listaholic alphabetizes 138 different slang names for breasts, among them; whimwhams, muffins, kawangas, and dinglebobbers. Which proves that when men don't understand something, they either rename it or make fun of it.

The truth of the matter is that we probably love breasts more than their owners;

We just don't know why...

Which leads to an obvious question: Why haven't men been involved in the fight against breast cancer from the beginning? Like a favorite bra, it's a natural fit; breast-lovers attacking breast cancer. As you'll read in a couple of seconds, a couple of organizations figured it out.

According to the World Health Organization, approximately 500,000 people die every year as a result of breast cancer. It ranks as the second most common form of cancer, and it’s the 5th highest cause of cancer deaths.

The push towards early detection and education of breast cancer began in earnest in 1982, following the death of Susan G. Komen. Susan was diagnosed with breast cancer in 1977 and died three years later. Susan's younger sister, Nancy, was the impetus behind the push; keeping a promise to her sister, she founded The Susan G. Komen Breast Cancer Foundation with the belief that education, early detection, and research would have saved Susan.

Now known as Susan G. Komen for the Cure, or simply Komen, the foundation has raised over $1.3 billion dollars for cancer research since inception and is the largest cancer charity in the world. On the global level, Komen has but one mission: To end breast cancer forever.

Spurred by National Breast Cancer Awareness Month (October), two separate advertisers have launched PSAs that have expanded their target audience to include men, which is ingenious: Who thinks about breasts more than men?

Yoplait has just released, "Yoplait Pledge." It makes fun of the fact that nicknames were given to breasts at some point (hmm).

 

The second awareness spot comes from ReThink Breast Cancer, a Toronto-based organization that addresses the breast cancer concerns of young people affected by the disease. Rethink is a volunteer organization that is "thinking differently" on methods to defeat breast cancer (like getting men involved). The spot (below) is airing in Canada on MTV, and the woman featured is an MTV Host.

 

It’s obvious that the breasts get plenty of attention. It's the cancer that we need to focus on.

 



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About the Author

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!

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