Totally agree with this. I have noticed this for some time now, how the focus is on breasts, not on the lives of women. It seems as though you can get away with objectifying women as long as it's for a good cause (PETA does similar things). We need an approach that is respectful to women, while raising funds to save their lives! I don't buy the line 'anything that raises awareness.' No, if raising awareness for one important issue, causes harm in a number of other areas for women (such as women's equality, body image etc.) then we need to think of something different.

Haha thanks for the Friday funnies.

'I do have an issue with the kind of language used in these campaigns because it emphasises the sexual desirability of breasts'
Breasts are desirable. As are backs, necks, shoulders, and some guys even have a real thing for feet.

'especially as objects for male sexual gratification - and not a woman’s health and wellbeing.'

So they cant be both huh?

I see a trend here. It's almost as if you resent men having sexual gratification Melinda. Men happen to find women attractive. Advertisers use sex to sell stuff. It is possible Melinda, for a man to find a woman sexually attractive, even to look at her breasts, and still respect her as a woman. That happens a lot you know. You seem to you find male sexual desire to be something dirty and perverted, and something not to be displayed or discussed in public.

'The phrase is linked with and suggestive of adolescent males groping girls.'
How disgusting. Does it every occur to you, that many many girls wish to be groped, and in return grope their partners. This stuff is happening all the time. The vast majority of the time it is consensual and enjoyed.

'Using these words in mainstream breast cancer awareness campaigns normalises them and makes them OK'

Good. They are normal, and OK.

Good points Houellebecq,

you guys are confused; appealing to male sexual gratification has no place in women's health campaigns

completely agree Houellebecq, we need to be completely open and frank, this is the 21st century after all!

I'm not sure if mens sexual gratification has any place anywhere in Miranda's world.

Sex sells. The women involved in the campaign don't seem to mind. They're independent mature adult women, and they have decided how they would like to appeal to men in order to get more funding for their cause than others who don't use sex.

Just as men in Movember are happy enough to mock themselves with ridiculous moustaches. Maybe a case could be made in that case that men are appealing to women by appropriating the common stereotype of men as idiots and fools so prevalent in society.

It's advertising.