Whaddya Know, A Breast Cancer Campaign That's About Lives, Not Boobs

It's hard to say if anyone anywhere really gets to have his or her cake and eat it too, but it's especially frustrating to me when women are asked to support good causes that also ask them to get behind demeaning stereotypes and objectification. (Looking at you, PETA.) This often happens in conjunction with breast cancer research and campaigns that cast breasts as the most important part -- the part worth saving -- of a woman.

The new "Are You Obsessed?" campaign is a good example. Disembodied and body-painted perfect-breasted torsos are shown alongside the question "Are You Obsessed?" with things like hair and shopping. So not only do the ads imply women are too stupid to worry about breast cancer (Really? Dear God, who hasn't muddled her way through a BSE and spent the next five hours huddled in front of WebMD?), but that if they do worry at all, it's about superficial appearances.

Enter the local and ubiquitous Susan G. Komen Breast Cancer Foundation and the Dallas Cowboys, whom you may also have heard of. Per a press release, they've paired up for a campaign called "I Promise," which appears to concentrate on actual human lives and stories, instead of the importance of saving the titties.

Here's the gist:

"The Dallas Cowboys are inspired by Nancy Brinker's dedication to fulfilling the promise she made to her sister 30 years ago," said Jerry Jones, Dallas Cowboys owner and general manager. "Many of our own players and our fans have been touched personally by breast cancer. We are proud to join Nancy and we are committed to Susan G. Komen for the Cure, another great hometown organization, to end this disease forever by bringing 'I Promise' to life and informing our fans and community about breast cancer."
There's plenty of pink-ified schwag available at the Komen-Cowboys store, for both men and women. A number of the shirts have space for wearers to write in the name of loved ones whom they are supporting with their purchases, and also for the awareness "promises." And there's nary a nipple in sight. Super thumbs up to a campaign that focuses on saving women's lives, not their body parts.<

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Andrea Grimes
Contact: Andrea Grimes

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