There is, perhaps, no more perfect example of the fucked-up ways in which women, womanhood, and female bodies are viewed than at the intersection of the realities of breast cancer and the tone of breast cancer awareness marketing—whether it's the pinkification of everything breast cancer, or the insistence that everything about breast cancer has to be cute and/or sexy and/or funny (see Save the Boobs! Save the TaTas! The Beauty of Breast Cancer Research. Boobleheads!), it's just 87 different shades of obnoxious.

No exception is the increasing trend in getting men "involved" in breast cancer fundraising by reframing breast cancer treatment as a way to save boobs, rather than the lives of the women to whom those boobs are attached.

To wit: The Noreen Frasier Foundation's "Save Some Boobs" campaign, the website for which greets visitors with the tagline "It's a Matter of Life & Breast!" and a welcome video featuring Professional Dudebro Kevin Connolly:
Hi, I'm Kevin Connolly. Please send our pledge to the important woman in your life. You'll help fund groundbreaking women's cancer research—and save some boobs. And who doesn't like boobs?! The Facebook application that Social Vibe designed for the Noreen Fraser Foundation makes it that simple. Because really what is Facebook all about—faces? [laughs] I don't think so. It's about boobs. Ladies go there to show 'em off; guys go there to check 'em out—I mean, really, when you think about it, it should be called Boobbook. So sign in and send the pledge. Every time you do, Social Vibe will make a donation to fund important women's cancer research and you'll help save some boobs. Please do it. It's a matter of life and breast.
Well, I won't be giving a donation, but I will dole out 1,000 points for rank sexism, plus bonus rainbow points for naked heterocentrism.

Getting men involved in breast cancer fundraising is a good idea, not just because a lot of men will be the partners, fathers, brothers, sons, uncles, nephews, friends of women with breast cancer, but because men get breast cancer, too.

But surely there's a way to do that without totally alienating feminist/womanist women in the process and more deeply entrenching the divide between the sexes that leaves many women's health concerns (including research into the causes of breast cancer) woefully underfunded.

[H/T to Shaker mschicklet. FYI: The website—at which the video begins playing automatically, so click through with caution if you're at work or in some other space where launching video wouldn't be cool—can be found here, if you're inclined to look at it.]

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