|Breast Cancer Ads Stir
Non-Profit Campaign Features Mastectomy Scars
breast-cancer-awareness poster substitutes a mastectomy scar for one of
the model's breasts, and it's part of a controversial California
campaign. (The Campaign for Breast Cancer)
One ad, mimicking a Victoria’s Secret lingerie ad, features a woman wearing a bra and panties exposing one scar. It reads: “It’s no secret society is obsessed with breasts, but what are we doing about breast cancer?”
Two posters came down after residents complained. Outdoor Systems, the billboard company that had donated space for the ads in 20 San Francisco bus shelters, has refused to use them.
“We found it to be unacceptable,” company spokesperson Stephen Shinn said Wednesday.
The double-mastectomy scars in this photo belong to an awareness-campaign organizer, not the model whose face and other body parts are featured. (The Campaign for Breast Cancer)
“We did expect there to be a mixed reaction, that’s why we did it,” said Martin, 53. “It’s very easy to lapse into acceptance of something unacceptable.”
“I think it’s daring and risky, but if it works well, then I congratulate them for doing it,” said American Cancer Society spokesperson Joann Schellenbach.
Schellenbach added that the campaign would not necessarily be appropriate for her organization, which prefers straightforward educational messages.