The Toronto Weekend to End Breast Cancer is on in September and we’re starting to see the commercials for it now. I love breasts. I don’t love cancer. So I’m definitley for the cause.
What I’m less enthusiastic about is the guilt-inducing promotion. This year’s campaign to get people to register for the city-wide walk uses the tagline “Breast cancer is hard. Walking isn’t.”
Maybe I’m overly sensetive, but I find this a little dramatic.
As far as disease organizations go, breast cancer has got to be among the most successful for fundraising. People are all over it. Pink ribbons are everywhere–on bumper stickers, sponges, pens, football fields, tupperware, t-shirts… you get the idea. They receive loads of support every year. I don’t think we need to be emotionally manipulated to get involved.
If the commercial was for anything else (i.e. homelessness or starving children), I like to believe I would be less irked. It’s not that breast cancer is less serious than other causes. But the organization has already done so well getting financial backing and media exposure that tactics like implying no one cares makes them sound ungrateful.