Set the right message

IN light of recent breast cancer awareness campaigns in the media, we want to take the opportunity to address an issue surrounding female objectification and the sexualisation of breasts.

We commend campaigns for their efforts to raise awareness of breast cancer and their attempts to get women to examine their breasts, but some more recent campaigns have been neither effective nor respectful. There is a fine line between generating interest with catchy campaign slogans and hashtags and respecting the serious issue of breast cancer itself. An issue as serious as this should not be addressed with insensitive attention-grabbing headlines or other sensationalist methods.