It’s been a fascinating few days since I was alerted to the breasts marketing campaign and wrote my original blog post. This was picked up by the media and I appeared on current affairs show Close Up on Friday evening, debating NZgirl’s founder Jenene Freer.
As my first TV experience, I would say it was definitely trial by fire! It was certainly set up as a heated debate, rather than an ‘interview’ per se, and the fact that it was live to air made it a pretty intense experience. People have vehemently criticised both of us for interrupting each other, but I feel the producers had intended it to be this way so have stuck up for Jenene here. Jenene and I shook hands afterwards and she was very gracious. She said to me afterwards that on many things we were probably on the same page. I agreed with her, and certainly regarding breast cancer, we both would love for no woman to suffer this dreadful disease. What we disagree on is the level of harm caused that is an acceptable level in order to raise ‘awareness’ or money.
Who has this campaign harmed?
• The women and their families who uploaded naked breast photos that now feature on countless explicit porn sites. These women have no control over this image, or what has happened to it.
• The many women and girls for whom a happy, healthy body image and strong self esteem is a challenge. The site clearly shows whose breasts are the most popular, and these are the breasts that conform to that narrow version of beauty pedalled by the media.
• The many breast cancer survivors for whom “a lovely pair” campaign is just a blatant reminder of what they have not got. I have been overwhelmed by the poignant messages from many of these women. Kate has written a very touching post on this.
I know that many people support NZgirl's campaign, and I know that many women have felt empowered and positive about it. That is good for them and I am not speaking for those women. I am speaking out for the many people who have been humiliated, exploited, degraded and offended by this campaign.
Jenene Freer is a smart woman, she has achieved huge things in the business world and I really respect her for what she has achieved. Among other things, she is a director of an internet advertising company – she knows how to get websites making money. And no one can deny this marketing campaign has been a resounding success. Freer will be well aware of the HUGE impact this will have had on her advertising revenue – it will more than cover their maximum $5000 donation. And going forward, she can use these viewing stats to further convince advertisers to join them. Freer yesterday stated that "And just in case anyone wonders, and to clear up the "marketing ploy", I will never enter this into any marketing awards." So, companies only run marketing campaigns to win awards? Funny that, I understood that marketing campaigns were about increasing revenue.
NZgirl are making way too much money out of this campaign, I can see that it would be financial madness for them to take it down. So I am not holding out hope for that. But I am relieved that they have responded to some of the criticisms and added a lot more information to their site with regards to breast cancer awareness, moderating images and about the implications of sharing information on the internet. It’s still too little, too late.
It’s been quite a journey over the past few days and tomorrow morning I need to get back focussed on my work projects and my family. For those of you that sent abusive whacko messages, you have provided great entertainment. For those of you that have argued fairly against me, I respect you for making a stand for what you believe in. And for all you wonderful fantabulous people from all round the world who sent me countless messages of support and encouragement, you rock my world. The passion and outrage has been so powerful and I am proud to have been a part of the voice. Onwards and upwards!
** 8 Dec Update: NZGirl have been forced to clarify one of the un-truths stated in the Close Up interview. They put this on their Facebook wall yesterday:
"The New Zealand Breast Cancer Foundation have requested we clarify any reader confusion and state that the ‘lovely pair’ campaign is in no way supported or endorsed by The New Zealand Breast Cancer Foundation."
Close Up followed up with this article.
Freer has continued to deny it, as evidenced in her comment below. I provided the exact transcript and find it sad that she wants to continue the lie.
Rachel is a writer and educator whose fields of interest include sexuality education, gender, feminism and youth development.