That rubber bracelet is part of a newer, though related, trend: the sexualization of breast cancer. Hot breast cancer. Saucy breast cancer. Titillating breast cancer! The pain of “First You Cry” has been replaced by the celebration of “Crazy Sexy Cancer,” the title of a documentary about a woman “looking for a cure and finding her life.”
I hate to be a buzz kill, but breast cancer is just not sexy. It’s not ennobling. It’s not a feminine rite of passage. And, though it pains me to say it, it’s also not very much fun. I get that the irreverence is meant to combat crisis fatigue, the complacency brought on by the annual onslaught of pink, yet it similarly risks turning people cynical. By making consumers feel good without actually doing anything meaningful, it discourages understanding, undermining the search for better detection, safer treatments, causes and cures for a disease that still afflicts 250,000 women annually (and speaking of figures, the number who die has remained unchanged — hovering around 40,000 — for more than a decade).
I’ve never been comfortable criticizing the breast cancer awareness campaigns. I don’t feel it’s my fight (despite the reminder that ALL women have to worry about breast cancer). But this article puts its finger directly on the issues that I have: not only is the campaign overdone, tasteless and sexualized, it isn’t doing any good.