Help The Hooters. Save Second Base. I Love Boobies.

You may think that you would find these expressions on a poster in a Gentlemen’s club, when in reality they are the base of a breast cancer foundation’s fundraising.

These racy and sexual slogans have now become common in the past few years as a result of the increase in number of breast cancer victims and the need to raise money and awareness.

But where is the line between fundraising and objectifying women?

Many argue that the line has been crossed; these sexist slogans belittle women and make a very serious disease seem like a joke.

“The new culture of breast cancer awareness can be characterized by two features: appeals to saving the breasts, rather than the women, and slogans couched in vernacular terms,” says feminist Beth Mendenhall who argues that “it works because it reflects and reinforces sexist culture, forcing women to assume the position of passive objects of male desire.”

Some say that not only are these vulgar T-shirts and bracelets demeaning to women, but they emphasize that the only thing worth saving from cancer is not the dignified woman, but her breasts.

Does our society really value boobs over lives?

“The world is obsessed with boobs, that’s why breast cancer is so hard for people,” said three-time breast cancer survivor Andrea Noyes.

“Often, the point of breast cancer treatment is to destroy some or all of the breasts in order to save the woman. Saying that we should work to cure this disease because it threatens breasts is really upsetting,” said Randall Munroe, a blogger whose fiancee was diagnosed with breast cancer. “It tells any woman who’s had a mastectomy [removal of one of both of the breasts] to try to save her life that she’s lost the thing that made people care about her survival.”

The other problem with these advertisements that act as a reinforcer of a sexist society is that each year, 2,140 males are diagnosed
with breast cancer in the United States.

“The language of these campaigns immediately gives the impression that breast cancer is a women’s only disease,” said Elly, in her blog, “It’s why I won’t buy your ‘Save the Tatas’ Shirt now or ever.”

Is denigrating women worth it if the advertising is saving lives?

However controversial the debate is, it won’t be over anytime soon.

Earlier this school year, middle school students in Pennsylvania wore “I heart boobies” bracelets. Officials at the school argued
that the slogan “suggests a sexual double entendre and leads to in-school distractions,” and the students were given in-school suspensions.

It was brought to court, and the judge repealed the school’s decision. U.S. Judge Mary McLaughlin claimed that “The bracelets … can reasonably be viewed as speech designed to raise awareness of breast cancer and to reduce stigma associated with openly discussing breast health,” in her ruling.

Scandalous as it might be, the save the ta-tas foundation has raised more than 2 billion dollars.

As long as women are diagnosed with breast cancer, foundations will do whatever they can to raise money.