Pink Watching: Grading the Breast Cancer PSAs
Not even viral videos are immune from the pink haze.
It's October, which means that women can't eat yogurt, cruise at 30,000 feet, or have an orgasm without becoming more aware of their risk of breast cancer. This year, not even viral videos are immune from the pink haze. Nothing exemplifies the delicacy of cancer marketing more than the comedic PSA, which must walk the line between raising awareness with its catch and stirring up resentment over a poorly-considered joke. This year, cancer-related nonprofits, ad agencies, and rogue individuals have employed everything from boob balloons to ninja masks to half-naked men in an effort to get us to pay attention. Below, GOOD grades six new efforts:
"Jealous With Envy"
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Creator: Wicked+, Shadowlight Pictures, Ed Crasnick, and the Prevent Cancer Foundation
The premise: Various cancers take the form of self-help group attendees who gather to complain about the preventative measures that could render them obsolete.
Sound bite: "I have all of this resentment toward BC, it's like he thinks he's this big celebrity because everybody talks about him and he's way more popular than I am," Cervical Cancer says. "I just feel unwanted or something."
Wild card: Breast Cancer is played by a man.
Grade: A. It's not sexy. It focuses on cancers that affect body parts beyond the breast. And it explicitly acknowledges the outsized attention paid to breast cancer.