Holy Hormones Journal: So how do you “feel” about your boobs? This charity organization has developed a campaign for breast cancer awareness presenting boobs in a non-sexual way. The intent is good – but will the viewer get it? Breasts on billboards? Not sure I get it.
Perfect women’s bodies with perfect boobs. How will other women with less than ‘perfect’ bodies and less than ‘perfect perky boobs feel about this? Is nothing sacred any longer? What do you think?
CoppaFeel! launches campaign to show breasts in a non-sexual way for cancer awareness
September 20, 2014
This week, breast cancer awareness charity CoppaFeel! launched a new advertising campaign featuring photos of seven
bare-chested women, each one painted with the word that best describes how their boobs feel to them.
Shot by British photographer Rankin and using words such as “spongy” and “bobbly”, the pictures will appear on billboards around the UK and aim to normalise and desexualise breasts, helping women reclaim the vocabulary surrounding them.
The campaign will be the first time fully naked boobs are shown on billboards in a non-sexual way. In the past, nipples have appeared only on fashion adverts, all of which were subsequently banned by the Advertising Standards Agency for sexualising women.
According to the campaign, the sexualisation of breasts, though not an entirely ridiculous notion given one of their secondary functions, has led to women thinking about their boobs only in terms of size, rather than feel. Research shows women aged between 18-30 across the UK are struggling to find the right words to describe their boobs, beyond big or small.