For every 50 pairs of "titties" uploaded by viewers, NZGirl will donate $1000 to breast cancer awareness. This campaign began yesterday and already there is a gallery of over 49 pairs of breasts to peruse, rank and comment on.
Hmm, a gallery of "titties" ranked according to popularity and the ability for me to leave comments about them. How exactly is this different to a crude pornography site?
NZGirl is exploiting women and girls in order to drive traffic to their website. It is making light of an horrific disease in order to gain popularity. It is belittling the experience of breast cancer sufferers, many of whom are left scarred or who have had to have their breasts removed. But in marketing terms, this campaign has been a resounding success - over 25,000 people visited the site this morning, crashing it.
Boganette has written a great post on why NZGirl's campaign is oh-so-wrong: "Celebrate breasts, of course. But don't do it in the name of breast cancer. Breast cancer isn't about breasts. It's not something you should have a laugh about on Twitter. It's not something you should joke about on Facebook. It shouldn't be a reason for posting photos of your breasts or flashing them or 'getting them out'... Breast cancer is a horrible, miserable, horrifying disease - that's it. It's cancer - it's not motivation for you to be happy with your body."
I hate the pretty-fying of breast cancer. The sexy-fying of breast cancer. Breast cancer is not sexy images of pert wee breasts. If you want to see the realities of breast cancer, check out The Scar Project. It's raw and it's real. There is nothing funny about it.
According to Stuff: NZgirl editor and general manager Tee Twyford said the campaign wasn't about driving traffic to their site, but about raising awareness. "The reason for it was twofold. There was a desire to have readers feel really good about their breasts and we wanted to align it with a breast cancer cause to get greater awareness and funding," Twyford said.
So, according to Tee Twyford, women need to share photos of their breasts with the world in order to feel good about themselves. We all need to seek external validation to make sure that our breasts are up to scratch, that they're OK. Dear Tee, please explain how being in the lower half of the rankings is going to help 50% of those women feel good about their breasts? Because Tee, in a rankings system, there is always a loser. And for the 'winners' in the top half of the rankings, are they supposed to feel great about themselves because a whole bunch of strangers have critiqued their breasts and given them a thumbs-up?
Tee Twyford, I am not going to send your website a photo of my breasts. They are beautiful and I love them. But I don't need NZGirl to rank them and I don't need strangers to give me their comments about them. Because those strangers don't know that my breasts and I have been through lots together. Those strangers don't know or care that my breasts fed my baby and that I love them in all their uneven, stretch-marky, increasingly-less-pert glory. Or that it took me quite some time to learn to love them.
Disturbingly, but not surprisingly, many of the breast photos that have been uploaded seem to be of teenagers. Through Enlighten Education I work with teen girls throughout New Zealand. I often have tears of sadness when talking with them about the immense pressures they face with regards to their body. New Zealand's rates of eating disorders and depression amongst teenagers are skyrocketing. Just yesterday I spent a morning with 150 gorgeous year 10 girls who all told me that they felt that they were not beautiful enough, not skinny enough and not perfect enough. It is campaigns such this one that add to the overwhelming pressure and sense for girls that they are just not enough. As soon as I have posted this I am going to email Tee Twyford to invite her to sit in on one of these sessions. Perhaps then she would realise the effects that such media campaigns have on our girls.
Once photos are uploaded on to the internet, the owners cease to have any control over how they are used. To assume that these photos will not be used for pornographic purposes is naive. We teach girls to never upload compromising photos of themselves - why is a (previously) respected website encouraging them to do exactly this?
Women, why are we doing this to each other? Are men rushing to upload photos of their penis to raise money for "cancer awareness"?
NZGirl, if your motivation really is to raise money for breast cancer research I can think of a million more positive ways to do this. Even simpler: if you really want to donate to a good cause, just get out your credit card and donate. Simple.