
The first step to getting anything done, no matter how small the cause, is bringing awareness. People can’t help if they don’t even know the issue exists. Thanks to social media, it’s now easier than ever to spread information, but it still takes effort to not only raise awareness but to get people to take action. That’s why messaging needs to be memorable. We can’t just shout “breast cancer” and expect a massive reaction.
From the breast cancer meme case study, I think there are some valid points. Yes, the memes brought attention to the cause, but did they inspire anyone to actually do something? That’s what we need to stop and reflect on. One viral video isn’t enough, we need consistency. We must continuously remind people that breast cancer exists and that real support is needed.
More importantly, we’re missing a key piece how do we get people to volunteer? It’s a difficult question, and I don’t have a perfect answer. But I do know this, we can’t spend all our resources on flashy awareness campaigns. The focus needs to stay on the ultimate goal, which is helping people who are battling this cancer.
Quality Over Quantity with a Tight Budget
I’ll be honest, I liked the viral posts where people shared the color of their bra, leaving guys confused and wondering what all the girls were talking about. It was funny and got people engaged. But here’s the thing: When was it ever clearly revealed to men that this was about breast cancer? Because the truth is, men can also get breast cancer. President Joe Biden officially declared October 17–23 as Male Breast Cancer Awareness Week, a reminder that awareness should include everyone, not just women.
What stood out to me was that the campaign didn’t require a huge budget. People did most of the work just by sharing and participating. That’s a win-win awareness without draining funds that could go directly to patients. But while the cost was low, the impact could’ve been higher if the message had been clearer and more inclusive. If we want meaningful change, we need to aim for campaigns that are not only viral but also educational, inclusive, and tied to real action.
Another change going on now is that we now have influencers who are currently battling breast cancer, and their whole platform is their experience with breast cancer. One of them is Kelly Crump, who was just 38 when she was diagnosed with breast cancer. One thing that sticks out about this influencer is that in 2022, Crump became the first cancer patient to show a mastectomy scar in a Sports Illustrated swimsuit issue. You can find her picture on her Instagram page, which has over 40k followers. Here is a screen recording of Kelly’s Instagram on what she shares on her content, warning that some pictures may be informative for some viewers
We Gotta Do What We Gotta Do
Now, the organization’s goal is to bring awareness to as many people as possible and to make a lasting impression. One approach they’ve taken is to intentionally “weaponize” the sexualization of women by connecting it to breast cancer awareness. The message is bold: “You like boobs? Then you should care about breast cancer.”
A great example of this strategy is the commercial created by Novartis called “Your Attention Please.” It uses satire and irony to grab the audience’s attention. The ad plays on society’s obsession with women’s bodies, flipping it into a call to action: If you’re so focused on breasts, then do something to protect them. It’s provocative, but effective, and it makes the viewer stop, think, and hopefully take action.
Now, what do you guys think about the campaigns that use humor or sexualized messages to promote awareness? do they go too far, or do they work? What is your view?
References
Breastcancer.org. Breast Cancer Awareness Month. https://www.breastcancer.org/about-breast-cancer/breast-cancer-awareness-month
Everyday Health. (2023, October 2). Inspiring women affected by breast cancer to follow on Instagram. https://www.everydayhealth.com/breast-cancer/inspiring-women-affected-by-breast-cancer-to-follow-on-instagram/
IDP+. (2025). Fantasy football breast cancer awareness leagues & prizes. https://idpplus.com/fantasy-football-breast-cancer-awareness-leagues-prizes/
One World Education. Sexualization of women in media. https://www.oneworldeducation.org/our-students-writing/sexualization-of-women-in-media/
Pink Lemonade Project. Our mission & history. https://pinklemonadeproject.org/about-us/our-mission-history/
