Cancer foundation says, other than the title, Bonds’ BOOBS campaign will respect the whole woman
The Bonds ‘BOOBS’ teaser campaign has been revealed to involve a promotion for the brand’s partnership with the National Breast Cancer Foundation along with the launch of a new bra range.
After the promotion – which includes outdoor posters as well as social media – began to generate comment on social media, NBCF issued a statement saying:
“NBCF has been in discussion with Bonds for some time over the campaign to launch Bonds’ new bra range.
“NBCF and Bonds have partnered before to raise funds for research, and both wanted to do so again. In our discussions with Bonds, NBCF was very careful to emphasize that breast cancer must be seen in the context of the whole woman. That is why we have a commitment to fund research right across the full spectrum of the breast cancer experience.Bonds has used the word ‘BOOBS’ in their campaign, as it reflects the brand’s personality and the general Australian vernacular.”
What does ‘…having good boob health’ mean? Does Bonds know how women get breast cancer and can prevent it? Because that would be Nobel prize winning information.
Please.
How can Bonds possibly believe that they can raise money for research with such an ill thought out proposition? No doubt it will be accompanied by one of their tacky TVCs full of skinny girls prancing about to whichever song is popular on iTunes right now, which just screams “breast health” doesn’t it.
*shudder*
I think Boobs is pretty funny.
Before we all make complete boobs of ourselves, let’s wait until we see the full message on 13 October. In the meantime, are we really going to get ourselves worked up over billboards bearing the word ‘boobs’? Seriously? Whatever happened to the irreverent sense of humour that made us Australians. Surely the point is that the campaign is already drawing attention to breast cancer and hopefully the next stage will be supporting research.
“In our discussions with Bonds, NBCF was very careful to emphasize that breast cancer must be seen in the context of the whole woman” so we decided to distill the context of the whole woman down to one word: Boobs.
This won’t end well.
Its Breast Cancer Awareness Month – so they better get cracking
Cancer awareness and support is of major importance.
I have no idea of how effective this particular campaign will prove to be, but the NBCF seems to believe that there is value in it.
The only link that I can see in this case is the fact that this particular form of cancer is centred in a specific part of the mainly female anatomy, which happens to attract an enormous amount of social, cultural and media attention for its broad ranging vital, social, sexual, aesthetic and psychological importance.
Prostate cancer, which also kills in alarmingly large numbers, is not nearly so enthusiastically debated.
Lighten up everyone. I thought we were more grown up than this, but with the the Gok/Bangers ‘scandal’ last week and Boobgate this week, I’ve realised we’re more prudish than ever
BOOBS
If you think the complaints are prudish or due to a need to lighten up then you’re either lazy or have a reading comprehension problem.
But it is a very common response to this issue because people don’t like to hear that what they thought was well meaning and a bit cheeky or irreverent actually is terribly flawed thinking that devalues a significant number of women. NBCF almost admit that in their statement above. Almost.
I can cite paper after paper on this but you wouldn’t read them anyway.
As to Bonds using ‘boobs’ in any other context, knock yourselves out. It’s not the word that’s the issue.
I think it is creative and attention-grabbing. If you want something to have an impact, find ways to get into the hearts and minds of the people, The charity work will definitely get into the hearts of the people while the witty title will leave them thirsty for more information about the project.
@ Josefina Gruber.
I think you have struck the bell with the ring of truth here.
I must say that a click on your hyperlink delivered a bit of a shock, until I realised it was referring to different BONDS.