Breast exam on TV?

Screen grab of save the boobs campaign

Do bare all breast awareness campaigns really send the message across? An American TV channel who recently aired ad campaigns where women bared their chests and performed a self breast examination, seem to think so. WJLA, Channel 7 in Washington, USA, aired two women, fully exposed, examining their breasts as part of National Breast Cancer Awareness month. The ads were telecast during the late afternoon slot.
The channel heads said that the telecast may raise eyebrows but was meant to increase awareness. WJLA general manager Bill Lord even said to the Washington Post, that “People will say we’re doing it for ratings, but we’re a commercial TV station - we’re trying to get viewers. This is an attention-getting story, but it’s also an important story.”
One of the ad films shows a woman examining her bare torso in front of the mirror as well as on the examination table in close-up and medium shots.
But this is not the first time breast awareness campaigns have run into trouble.The breast awareness campaign featuring Canadian TV host, Aliya-Jasmine Sovani was also in the news for the wrong reasons. The video has her walking by a pool side in her bikini. The ad shows the men and women around her rivetted to her breasts as she walks by them.The tagline that follows says. ‘You know you like them, now its time to save the boobs’.
There were two other attempts to bring attention to the cause by similar means. A Chinese magazine, Trend Health, had influential celebrities like songstress Mao Amin and actresses Ning Jing and Hao Lei to pose nude on their cover for the issue that was themed on Breast Cancer.
Another campaign launched by Pink Ribbon Magazine NL, a charity glossy, named the breasts and talked about them growing up together, celebrating their friendship and togetherness and eventually hope they never part.
The message was written on bare breasts. There were a series of similar such stories of friendships titled, ‘Girls should never part’.
Such campaigns definitely are eye catchers! Here's what some of iDiva regulars had to say:
“I think Breast cancer is an important issue but it's turning into a publicity stunt. Women exposing their breasts on national TV does not create awareness. It just makes guys ogle at them. A documentary featuring women talking about breast cancer is a better idea.”
Rachel Callaghan, 25 Freelance writer
"I think it is important to take such bold steps as people need to realise. This way, we will get them more curious about the issue. In that case it is justified."
Simi S, 23, Media professional
“When Aliya Sovani did the ‘Save the boobs’ ad, where she walked around in her bikini, it was hot - no doubt. But I don't see how that ad created any kind of awareness. The only thing it did was to show that Aliya had good breasts.”
Derrick Mathews, 18, Student
“Instead of women exposing their breasts, it would be better to have influential women to talk on the issue in the media. Women exposing themselves just creates more controversies instead of awareness.”
Sameer Patange, 28, Tattoo artist
"Such campaigns help catch attention. If their attention is pinned then they will certainly read more. Otherwise people will not be interested in such causes."
Anushka Patodia, 24, Journalist
“It is more of a publicity stunt. Instead of focusing on the issue, people concentrate on the controversies that follow.”
Dimpi P, 19, Student
"Yes it is alright to bare at such campaigns, if it is justified. If the ad is about detecting lumps then, yes. As long as there are no obvious sexual connotations, its fine."
 Jia K, 25, Stylist
"I do not have any such problems as long as they are spreading awareness about the cause."
Arun S, 25, PR Executive

We think they work… if done in good taste of course! Anything that makes women sit up and take notice of their breasts and give them the due care they deserve is welcome.
What do you think? Leave us a comment and let us know.

source:idiva