Breast friends are vital when you’re diagnosed with breast cancer

jan61 - I used 'twee' to express 'trivial' and I have similar concerns. In our Western post-industrialist culture the female breast is 'thought' as erotic and is the object of the sexual gaze, in complete contrast it affirms infant health and sustenance, and also contributes strongly to female identity.  My knowledge of marketing campaigns informs me that finding the 'trigger' to get attention and action is a very challenging task. I understand trying to attract donations by creating a light hearted approach to a very serious situation. I am concerned that this counter-reifies the social construction of women as 'lesser than'. As Emma 17 states, 'There is an irreconcilable dichotomy between these aspects of the fundraising and awareness-raising campaign, perhaps driven by differing marketing goals and target audiences.' I hope the campaign works, funding is my main concern.