Forum Discussion
Breast friends are vital when you’re diagnosed with breast cancer
Many people have told us that your whole world is turned
upside down when you find out you have breast cancer, and it’s at that moment
your support network becomes really important to you. Many people have also
told us they were surprised and moved by the people who stepped up and provided
real support. Those people who were there for you through the hardest times
become your ‘breast friends’.
This is the theme of this year’s annual Pink Bun campaign and we’re asking you to call out your group of ‘breast friends’ who supported you during your breast cancer journey.
If you go into a Bakers Delight store between now and 29 May you will see posters of breast cancer survivors posing with their tee-shirts off, each holding a different shaped bun or roll over their breasts. These images serve to remind us that support can come in all shapes and sizes.
This year, the Pink Buns being baked across the country will be smaller, fun-sized buns. From 2 to 15 May, 100 per cent of the sale of Pink Fun Buns will be donated to BCNA. Following this, $1 from every six-pack of healthy rolls purchased will be donated to BCNA from 16 to 29 May.
You can support the campaign by visiting your local Bakers Delight between 2 to 29 May and buying Pink Fun Buns and six-packs of rolls. You can also show your support by buying a ‘breast friends’ carry bag or leaving a message of support on a Pink Lady silhouette in-store.
For those who would like to thank their own group of ‘breasties’ make sure you post a photo on social media using the hashtag #breastfriends and tag your amazing support network.
BCNA would like to thank our breast friend, Bakers Delight, for their support over the past 19 years. With the funds raised from Bakers Delight’s annual Pink Bun campaign, BCNA can continue supporting everyone affected by breast cancer from the moment their world is turned upside down. Thank you Bakers Delight – we couldn’t do what we do without you.
Kirsten Pilatti
CEO Breast Cancer Network Australia
39 Replies
- Its always about the marketing of course wherher its reflective or compassionate or inclusive doesnt seem to matter really...oh well. That is the world over..
- I'm a big fan of the campaign. Lots of people who were a bit scared to speak to me about my breast cancer have done so since the ads were released (and Facebook banned them- that's something to protest). I tried to buy some buns a couple of days ago but they'd sold out, so it's obviously doing it's job. Good on the people who were brave enough to participate.
It's also a good reminder for me to thank all the 'breast friends' who supported me through this past year. - AllyJay that is very well said like you always do..... wish I could word things the way you do...
- I think this whole fund raising business is a minefield, in so many ways. Some very well known international charities realised that if their advertising in the First World depicted just another sparse, orange coloured hair, pot bellied, large brown eyed toddler peering from behind his mother's tattered skirts, they were just another amongst many. Donors felt that even if they donated a hundred dollars what would it do?....a mere drop in the sea of poverty. People want to give their charity dollars to needy people, but please, don't show the true horror of real poverty...it's depressing. We want to feel positive about giving, and that our dollars will make a real difference. Then their marketing people came up with a different strategy. $60.00 will buy a pig...$80 a goat... $20 a chicken... $10 a sack of seeds. Aaaah. thats more like it...a cute little piggy who will grow up and have more little piggies, who the village can sell and the money be used towards a well...much better. What's your paypal number? That balance...to woo the potential donor yet not sell out the destitute, hungry toddler with a farmyard of donor animals taking his place on the posters....Who's right, who's wrong, so long as that kiddie's village get their well.
- I support and have huge respect everyone involved in the campaign. It does seem to be working well in raising awareness and much needed funds for the good work BCNA does. But, I also acknowledge that not all people are happy and positive wherever they are post BC diagnosis. I struggle to talk to people about how devastated I am and how terrible this last year has been, yet I wonder if people who haven’t asked enough questions expect that I too am happy, proud, doing well.
- 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.
- My apologies @melclarity ........ I blame the lack of coffee!
- I am unaware of the recruitment process.
- @kmakm hmmm if nudity wasn't a requirement... I'm sure I could come up with a few survivors that would have been representative of all races and genders...
a man..... what about other genders? - There is a man in the campaign.
I also queried the lack of ethnic diversity and was told they tried many people of different ethnicities but cultural attitudes prevented them from saying yes.
Cultural attitudes to cancer are also an issue in the UK. I follow a number of women in social media in Britain who are working in the BAME (black asian and minority ethnic) communities to change this. It has medical repercussions also.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4782206/
