Breast Cancer Fund Obsessed With Breasts

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The Breast Cancer Fund in 2000 launched “Obsessed with Breasts”, a campaign designed to raise awareness of the realities behind mastectomies and challenge the objectification of womens breasts.

Three large full-color ads were placed on bus shelters in the San Francisco Bay area in January and February 2000. The ads were designed to look like Victoria’s Secret (It’s No Secret), a Cosmopolitan Cover (Mastectomy), and an ad for Calvin Klein perfume (Obssessed with Breasts).

It's No Secret Breast Cancer Poster

Obsessed with Breasts Breast Cancer Poster

Mastectomy Breast Cancer Poster

The ads feature the real scars of Andrea Martin, director of The Breast Cancer Fund, who underwent mastectomies in 1989 and 1991. Her scars are superimposed on the bodies of local models who volunteered for the campaign.

Official response to the campaign was not all positive. Outdoor Systems, the billboard company with rights to San Francisco bus shelter advertising, backed out of the agreement to provide free displays when management saw the actual photographs. They were concerned about the reaction to the scarred torsos from San Francisco residents. Many of the posters in the Bay areas were taken down after complaints. Eller Media, another San Francisco outdoor advertising company, offered free space in May 2000 for the “Its No Secret” poster.

Credits

The Obsessed with Breasts campaign was developed by Ken Mendelbaum, Chief Creative Officer of BBDO West. Photographer was Heward Jue.

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This entry was posted by Duncan on Friday, October 20th, 2006 at 11:20 pm and is filed under Inspiration, Print. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.

Posted in Inspiration, Print

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Tags to similar posts: BBDO West, Breast Cancer, Heward Jue

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13 Responses to “Breast Cancer Fund Obsessed With Breasts”

Brittany Drechsel May 10th, 2007 at 2:06 pm

i honestly think its a scary symbol, but its scary because its real! people really do experience the scars and people really do experience breast cancer. people dont need to look at these pictures as a negative thing but as a positive, its meant to help others and encourage women, young and old to get checked! i think its a wonderful add and i support it 100%!
Brittany

CHRISTIE June 7th, 2007 at 3:11 am

Those that oppossed the ads can ignore the issue all they want. I bet all that one day it WILL enter their life whether it be themselves or a loved one. Do they think if they turn their backs on it it will go away? We need more poeple putting it in the public eye so those that are ill educated about breast cancer will begin to question and get informed. Like they say…..knowledge is power.
God bless.

Zam August 4th, 2007 at 8:35 am

As an amazon myself - and currently writing a dissertation on spiritual responses to cancer - I discovered these adverts while surfing for images. They are amazing! It reinforced me in being proud of my scar, which reminds me that I have come through a major struggle. As my husband said, in a tone of great admiration when he first saw my scar: “Wow! You look like you’ve been chomped by a dinosaur!” I find it difficult to understand why others should be ashamed of having had cancer and want to deny the reality. They should be proud of their honourable wound - it is an emblem of survival and new life.

Cie Kay August 14th, 2007 at 2:59 am

Why are these women’s scars so jagged? Aren’t there any doctors out there who know how to make a simple incision?

sory October 13th, 2007 at 8:10 am

Oh..
just Oh my god

H January 9th, 2008 at 6:36 am

oh my god
how shocking, i feel so bad, ive never seen pictures like these before and they realy bring it to you dont they. there’s not much i can do to help currently, but my aim for the future is to find a way to. i want to apologise and simpothise to every woman who has breast cancer trouble, my deepest sympothy.
those pictures have made me want to help, i hope they make lots more people help too.
Love H X

Elaine April 16th, 2008 at 7:47 pm

Just looking for pictures of mastectomies to compare with my own. What I have is what I would call a disgusting mess that I can barely stand to look at! However, it’s not much worse (though it is worse!) than your pictures. Makes me feel slightly better

mariposa April 23rd, 2008 at 2:08 am

Wow! I was looking for mirrored images of myself of women who feel and look beautiful like myself. Thank You I was able to compare myself and I feel alittle better.

soulmaz May 5th, 2008 at 11:06 pm

hi good work

JC July 3rd, 2008 at 8:58 am

Cancer doesn’t care what kind of an incision a doctor makes it wants to kill you and any woman who gets out alive should never be ashamed or feel like they are ugly because of the scar that was left. It is truly a battle wound and a trophy proving that you are like brave heart you won.

mari July 9th, 2008 at 6:27 am

I think that this pictures help other understand the image part of breast cancer, breast cancer efects a women in many way, but especially self-esteem, I myself had a double mastecomy and I am 32. I have been blessed that I had 2 wonderful surgeons with new technology and my reconstruction scar is no were near others. But I love those pictures every women is beautiful with or without breast. Soceity created beauty and sexy very harsh, for example thin and well shaped breast are a major sex appeal in women. Well, hell no. Your life is beautiful and who every is going to love you, will love with or without breast. BREAST CANCER is reality.

carol October 3rd, 2008 at 2:37 am

you ladies are awesome and incredibly brave! My mother is facing a mastectomy and i wanted to be prepared for caring for her. thank you just isn’t enough. you are amazing!

JUNIE November 20th, 2008 at 7:50 am

I think that many women are not informed of their options. Surgeons are notoriously agressive and think everything should be treated by removing it. There are alternatives to such radical flesh removal. There is no reason to remove healthy breast tissue and become disfigured because of the cancer scare. Women should research their options and not jump on the first doctor who prescribes such radical treatment.

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