“Bring breast awareness back to the workplace”


Remember Rethink? With all their huh-huh-boobies advertisements? Rethink, who thinks that the main focus of “breast cancer awareness” should be sexualised breasts and men?

They’re at it again. This time, they’re exhorting us to “Bring breast awareness back into the workplace“.

Cheers, I’m just fine without. Whose brilliant idea was this? Sexual harassment jokes – almost as funny as rape jokes! Haw!

Here’s the thing: when GiggleSugar is more radical than you, you might need to rethink.

One ad doing the rounds, “Elevator”, hammers their message home:

I suppose it’s all intended to be terribly ironic. People, you’re doing it wrong. Really. Here’s a little multiple choice question for the Hoydentariat:

Which of the following things is hilariously ironic?

* A death row pardon two minutes late

* A plane crash

* Rain on your wedding day

* Workplace sexual harassment.


Video description:

A woman enters an elevator in which a man is already standing. Both are young, white, slim, and conventionally attractive. The man is in business shirt and tie, the woman in a white T-shirt and slacks.

He leers at her chest, which is out of frame, for much of the advertisement – while she leans over to press the button, while they stand waiting.

Man: “Nice”.

Woman: [smiles and tilts head] “Thanks.”

{They briefly glance at each other’s eyes before he returns his gaze to her chest. She walks out of the elevator. The frame now allows us to see that she has a Target symbol painted on her T-shirt, between her breasts.]

Voiceover: “The Fashion Targets Breast Cancer tee. Bring breast awareness back to the workplace.”

Categories: gender & feminism, health

Tags: , , , , , , ,

14 replies

  1. Major sponsors continue to include the manufacturers of diet pills and ridiculous leg/armpit razors. W00t. Are we liberated yet?

  2. The best thing I saw in the mountains of pink ‘girlie’ breast cancer stuff? A Vileda super mop, with a pink handle. Because there’s more to femininity than lip gloss and fitted t-shorts, obviously.
    You know, instead of buying a shagging mop (and quite frankly, I prefer the other type that is, and I quote from the packaging “25% faster” – faster than what they don’t say.) for £5.99 and 50p of that going to breast cancer research, I think I’ll just donate the £6 to charity directly. Or split it; £3 for breast cancer and £3 for cervical cancer.
    I really, really hate, with a passion that has bile wearing away the enamal on the back of my molars, all these companies that are churning out pink versions of their products and making crappy little donations to charity. ghd, of the ceramic stylers fame had an RRP of £25 more than the standard version for their charity edition. The donation was £10 or £15. I’ll leave my hair au naturel, ta.

  3. Yes, I can see how encouraging breast-ogling is going to raise awareness of breast cancer… not.
    Agreed with Depresso about the sickening pink versions of everything that donate certain percentages to research or whatever. Seriously, why would I want to buy a pink toolset/cleaning product/steering wheel cover or whatever for a ridiculously inflated price just because some of it goes towards a good cause? I’ll buy a normal non-sickening and non-over advertised version of the item for much less and donate directly thanks!

  4. Way to downplay the actual, you know, seriousness of breast cancer, wanktards. It ain’t cool when it’s a moronic 14-year-old leering, “I’ll give you a breast exam”, and it’s much less so when supposed grown-ups do it.

  5. QoT: word.
    I suspect this comes from a place of wilfully ignorant “postfeminism”.
    “Oh, hey, how about a workplace sexual harassment theme? That’s so RETRO! Squee!”
    Not so much with the retro.

  6. But… we already have t-shirts that men insist are valid reasons to stare at our breasts.
    They’re called “T-shirts worn over breasts”.

  7. When’s prostate cancer awareness week? I can’t wait.

  8. I can see the range of mid brown products in my mind’s eye, Amanda – brown gardening gloves, brown power tools and brown razors. I can’t wait either. In fact, why don’t we just declare one and all put a nice browned up product on our blogs?

  9. Actually, Amanda, NZ is having some kind of prostate-cancer-awareness day/week/shindig soon. Their ads feature various well-known guys getting blue face paint applied (rest of the ad is black&white). I keep thinking it doesn’t work because I instantly associate blue face paint with a particular rugby team.

  10. I was just thinking of crotch ogling opportunities in the lifts — you’re too sophisticated for me, Zoe. ‘Cept the bits of his I want to perv at are sadly more hidden than the bits of mine he wants to perv at so I think there is nothing for it but “Come to Work in Budgie Smugglers Day.”

  11. The woman in the drawing reminds me of Julie Bishop.

  12. I’m considering a new handle for use on the Hoydens, WakeMeWhenWe’reLiberated…


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