Topless Female Trampolining World Championships

This is a teaser for British breast cancer prevention charity Coppafeel's upcoming campaign for male cancer awareness, to be launched September 12.



I'm a little wary of this one. It seems as if they are trying to do a Borat type thing with the Lars character, and the video certainly takes the term "teaser" literally.

But there has been so much debate about the sexualization of women's breasts in the name of the women's breast cancer cause. Isn't it kind of telling that women's breasts are also sexualized in the name of men's cancer too? It's like a microcosm of advertising, right there: if you want to reach women, show women's bodies; if you want to reach (straight) men...

Although I do appreciate the humour in the campaign Facebook page. How do you think my wife and friends will respond when they see "Tom liked Topless Female Trampolining World Championships"?

That humour — plus what I have seen from Coppafeel so far —gives me hope that this campaign will prove to be more than another lazy use of sex in cause marketing.

Part Two of this post can be found on Osocio.