The Fun Buns/Bakers Delight promotion presents breast cancer as do-able, not too serious, you'll emerge with physical changes but 'she be right' in the end - we survived with laughs and smiles! This is in stark contrast to BCNA's Facebook video featuring a young woman diagnosed with metastatic BC and @kmakm (not smiling or laughing) talking about how she'll be living with breast cancer for the rest of her life. This is not a criticism of @kmakm or any of the other models, whom I admire for their involvement in the campaign.
There is an irreconcilable dichotomy between these aspects of the fundraising and awareness-raising campaign, perhaps driven by differing marketing goals and target audiences.
