Larry brought my attention to Save the Ta-Tas, a breast-cancer awareness company. I can’t quite decide what to make of them–the website says a “portion of gross sales” is contributed to fighting breast cancer, but not how big of a portion. So presumably you are fighting breast cancer by paying $24.95 for t-shirts like this one:
I assume it’s a for-profit company. And the t-shirts are kind of funny, and they’re bringing attention to a worthy cause. And yet it’s another example of consumption as activism (see here, here, and here; there are other examples if you search under the “activism” tag). I mean, you could just donate $25 straight to a breast cancer awareness organization and know all $25 went there, as opposed to knowing some unspecified “portion” of it did. I guess if you’re going to buy a t-shirt anyway, you might as well buy one that will provide some money to an organization you care about, but if your interest is in actually funding breast cancer research, there seem to be more efficient ways to go about it.
On the other hand, I am fascinated by this product:
Despite what your dirty little mind might be thinking, the website informed me that Boob Lube is to be used for breast self-exams. Why you would need lube for that, I cannot say.
Thanks, Larry!
NEW: 73man pointed out the Irish Women’s Health Care “Two Tits and a Vote” campaign to get people to demand that politicians help provide more access to breast cancer screening. Here’s a photo from the campaign:
Note that the Mona Lisa stamp in the background has huge boobs.
This campaign is unlike the first one because it’s not attached to a corporation, as far as I can tell. But it seems like there would be a way to bring attention to this issue without using the body of a model-thin women with big boobs.
Then again, I guess maybe those are the type of boobs politicians would be most worried about being damaged.
Thanks, 73man!
Comments 19
George — May 13, 2008
It's also an example of infantalised names for sexualised organs, which I would say relates strongly to the socialisation of women being uncomfortable with their bodies.
Chris Norris — May 13, 2008
It took about three minutes to find, but their press kit says they donate " 5 percent of each sale to breast cancer research."
Chris Norris — May 13, 2008
I wrote them to ask about the donation amount before I found it and got this reply:
Our philosophy is a commitment to giving a piece from every sale. As a
result, no matter how much the individual sales are, put together, the
final amount adds up to a lot! Particularly, given time and growth!
Currently, we are structured to give 5% of our gross sales (not
net/profits/proceeds) to the fight against cancer- with no cap. This is
an unusual commitment, and a major sacrifice for our company, because we
give away a piece of every purchase, whether or not a profit is made.
Please know that our goal is to join forces with our customers by trying
to keep our costs down, and contribute a portion of every purchase, off
the top, back to fighting cancer. It's not easy to do, but when we all
give a little, it adds up to a LOT! $162,000 to date, a number to be
proud of, and a number that grows every day.
Let me know if you have any other questions!
Best wishes,
Julia Fikse
Designer/Owner
73man — May 13, 2008
Google "Two Tits and a Vote" - an Irish campaign to get people involved in 'breast cancer politics'.
Maddy — May 13, 2008
I can't stand campaigns that turn to juvenile language to "raise awareness" of their issue. By "saving the ta-tas" not only are they using an immature euphemism, but they're reducing cancer patients to their affected parts. Beating cancer isn't about staying sexy, it's about surviving.
Maddy — May 13, 2008
Oh lord, there's even a "my ta-tas could beat up your ta-tas" shirt. Because the next thing cancer survivors need to fight about is who has better breasts.
Edith OSB — May 13, 2008
The student organization in one of the grad health profession schools on campus designed a t-shirt to raise money for breast cancer awareness. They chose the slogan "Save the Hooters" using an owl that strongly resembled the logo of the restaurant chain.
There was quite a bit of discussion. A group of male faculty members wrote a letter to the student newspaper that was well-reasoned and thought-provoking. The students (mostly women) went ahead with their t-shirt campaign, but the discussion was worthwhile.
Sociological Images » ARIMIDEX CELEBRATION CHAIN: MORE CORPORATE PHILANTHROPY — July 26, 2008
[...] other examples of corporate philanthropy, look here, here, here, here, and [...]
Sociological Images » “EVERY MOUTHFUL HELPS” — October 13, 2008
[...] sexualized campaign against breast cancer (i.e., “save the tatas”) is fascinating. Why should we care about breast cancer? Because we think boobs are hot and we [...]
Callie — April 1, 2009
you need to understand that the use of "ta-tas" is merely an attention grabber...not juvenile language. as a granddaughter to a warrior against breat cancer I know that my grandmother appreciates the moment to laugh, and yet support a cause that affects her daily life. at least it gets people to look twice and think about the fact that this affects every woman...why are you fighting a good thing. they contribute and they support, what more do you think they should do?
Cheryl — August 8, 2009
I don't care if "ta-tas" is an attention grabber. It's grabbing the wrong attention. My mother couldn't have one of her "ta-tas" saved. But her LIFE was saved.
Several people I know don't even know what this campaign is about. They think it's funny. ha ha.
My sister was recently diagnosed with BC. I find this "campaign" sickening and think that the people who thought it up are media-mongers.
Sophia — October 5, 2009
I find it interesting that this brand claims that their donation amount of 5% is so groundbreaking and that they are making such a sacrifice when in reality the only reason they are garnishing so many sales is because of the publicity they are getting in regards to the cause and the intention people have to support breast cancer research. 5% gross is not a huge deal considering the primary reason they sell these items are because they give. Companies like this make me sick. $25 for a t-shirt and they can only give 5%? Give me a break. They have received plenty of free advertising on the media networks because of their limited involvement in the cause. If an entire line is to be based on a concept of helping save something it really should make a little more of an effort. I know some may disagree with me and I'm not saying it's necessarily a bad thing that this company gives at all but the whole reason for their success is their ties to giving which is sub par in my opinion.
Michelle — October 19, 2009
I don't know if you guys have seem this yet, but this is the most blatant (and disgusting) manifestation of this that I've seen:
http://biggeekdaddy.com/miscvideos/Interesting/BreastCancerPSA.html
Dear Ladies: Don’t Die, ‘Cause Then Who Would We Look At? » Sociological Images — November 26, 2009
[...] like the breast cancer awareness efforts that revolve around how hot boobs are (see here, here, here, and the bottom of this post). 34 Comments Tags: bodies, gender, gender: bodies, gender: [...]
Boobies Against Breast Cancer » Sociological Images — March 5, 2010
[...] breast cancer marketing posts here, here, here, here, here, here, here, and [...]
Eve — June 4, 2010
It's also pretty striking to me that, in addition to the added huge boobs, the Mona Lisa stamp also has bright blonde hair. I guess she wasn't sexy enough as a brunette? Seriously, WTF?
Breast Cancer Awareness Takes the Apparently Inevitable Turn to Porn » Sociological Images — June 29, 2010
[...] concern about breast cancer to concern about boobies. See similar, but non-pornographic examples, here, here, here, here, and [...]
Every Mouthful Helps – hyperreality at work here « Andragy — July 12, 2010
[...] sexualized campaign against breast cancer (i.e., “save the tatas”) is fascinating. Why should we care about breast cancer? Because we think boobs [...]