BCAM Wall of Shame - Pornhub

Every year Pink Ribbon Blues gets numerous PR pitches, most of which come from companies and organizations looking to profit from the breast cancer industry. I thought you might like to see some of them.

Read the pitch. Read the Retort.

And if you’re so moved, contact these folks yourself.

This PR pitch comes from Mike at Pornhub (mike@phubcommunications.com).

Hey, how’s it going?

Wanted to give you the heads up on the return of Pornhub’s “Save the Boobs” campaign, brought to the masses by Pornhub Cares. It officially kicked off today, October 1st, to coincide with Breast Cancer Awareness Month. Check out the official landing page here (SFW): http://www.pornhub.com/cares/save-the-boobs

The campaign, which will conceptually mirror its previous iteration, is seeking clicks and video views from Pornhub users around the globe on the site’s ‘Big Tits’ and ‘Small Tits’ categories. Just like the last go-round, the company is pledging to donate 1 cent for every 30 video views in each category to raise funds for breast cancer research throughout the month. At the conclusion of the campaign, all proceeds will donated to a yet unnamed charity partner.

I included the official press release below, let me know if you need anything additional!




Pornhub Cares Kicks Off New ‘Save the Boobs’ Campaign to Support Breast Cancer Awareness

Adult Site Announces Return of Breast Cancer Fundraising Initiative to Donate 1 Cent for Every 30 Videos Viewed

New York, NY (October 1, 2015) – Today, Pornhub, the premier online destination for adult entertainment, officially announced the return of their Save the Boobs campaign under their new Pornhub Cares philanthropic division. The campaign, which will conceptually mirror its previous iteration, is seeking clicks and video views from users around the globe in their ‘Big Tits’ and ‘Small Tits’ categories to raise funds for breast cancer research. Pornhub will be donating – to a yet unnamed charity – 1 cent for every 30 views in the aforementioned categories.

For this go-round, Pornhub has commissioned adult actress, and former Penthouse Pet of the Month, Dani Daniels to act as the face of the campaign, as well as an educator to those who visit the campaign’s landing page. There, viewers are encouraged to watch an instructional video where Daniels carefully explains the correct steps to administer a breast self exam as a preventative measure for detecting a potential breast cancer diagnosis.

“We’re very excited to be bringing back the ‘Save the Boobs’ campaign, especially given the success it saw during its previous iterations,” said Corey Price, Vice President, Pornhub. “Our efforts yielded a sizeable donation that our recipient charities were able to genuinely use for a good cause. Supporting breast cancer research is something that we care deeply about, and we know our users feel the same way. With their help we can continue our fight against breast cancer in a fun, but positive way.”

To contribute to the cause, simply visit the landing page on the Pornhub Cares page and follow the prompts, or head to the ‘categories’ tab on Pornhub.com’s home page and browse videos from “Small Tits” or “Big Tits” groupings. The ‘Save the Boobs’ page will keep track of the total unique visits for the month, and can be viewed in real time on the aforementioned landing page.

For more information, please visit the ‘Save the Boobs’ page on Pornhub Cares at www.pornhub.com/cares/save-the-boobs


About Pornhub:

Founded in 2007, Pornhub is the leading free, ad-supported adult video streaming website, offering viewers the opportunity to upload and share their own videos. With over 3 million videos and over 60 million visitors a day, Pornhub truly is the best adult site in the world.  Pornhub has built the largest dedicated membership base in the adult community, with over 4 million engaged and loyal members, offering viewers a fun and sophisticated social experience directly in site, complete with messaging, photos, achievement badges and much more.

This email was sent by GHA Technology, located at 288 BLVD, Suite 201, Hasbrouck Heights, NJ 07604 (USA).


Well, Mike. Here’s something “additional” that might help you!

When the pink ribbon was created in 1992 it quickly became an icon for breast cancer awareness and advocacy. As the focal point of a burgeoning health social movement, the pink ribbon promoted solidarity and visibility of the Cause even as the pretty, pink, and non-threatening symbol evoked traditional gendered qualities such as nurturance, emotional connection, and feminine appearance. Public interest in the Cause gave way to commercialization and an excessive array of feminine product placements—anything from jewelry, clothing and cosmetics to figurines, toilet paper, and pink appliances. Primarily functioning as a logo for the breast cancer brand, the pink ribbon helped to transform breast cancer activism into pink ribbon consumption.

Trending perfectly with a culture that commodifies almost everything, from the most intimate aspects of social life to the war on breast cancer itself, breast cancer advertising and a new genre of trendy awareness campaigns use sexual appeals as a way to get attention and raise money. Some even claim to be educational, vital in the pursuit of a breast cancer cure, and instrumental in helping to save lives.

Sexy breast cancer campaigns are an extension of the broader context that already sexually objectifies women. They just do it in the name of awareness and fundraising.

Sexual Objectification of Women

One of the most common devices in advertising is the use of gender stereotypes that attribute specific traits to women as a group. Women are portrayed in a limited number of social roles (e.g., underrepresented in working roles but persistently visible as mothers and housewives), in decorative as opposed to functional roles, as lacking authority, as dependent upon others (especially men), as alluring and flawlessly beautiful, as the object of a societal gaze that judges women based on appearance alone, as sex objects, and as consumers of sex as the primary means to achieve happiness.

What’s more, the sexual objectification of women and pornification across media and other entertainment outlets have increased substantially over time, a trend that corresponds with the rise of the internet, excessive advertising, and the use of shock value to break through the noise.

There are six sexually objectifying techniques commonly used in breast cancer awareness campaigns to get attention, raise money, and lure people to the Cause.

  1. Use women’s bodies as literal objects (canvases, ribbons)
  2. Hone in on the breasts (chest-level videos, animatronic boobs)
  3. Use objects in place of breasts (cupcakes, bowling balls)
  4. Objectify breasts with language (jugs, racks, funbags)
  5. Depict breasts as things to be touched or groped
  6. Show women as objects of the male gaze

There are numerous other examples of these sexually objectifying techniques in the marketing materials of fundraisers, charities, and public service campaigns. They use sex and women’s bodies (or parts of them) to sell products and ideas. Sexual objectification is the means to an end. But since advertising is an applied form of persuasion, the ends are not likely to include active thinking about breast cancer. What’s more, sexualizing breast cancer trivializes the disease. No cancer is pretty, pink, or sexy.

Keep your breast cancer awareness pennies, Mike! The ends do not justify the means.

For more on sexy breast cancer campaigns:

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"women urged to get screened because it might save their lives. But that’s only 1 possible outcome, and it’s the least likely one" @cragcrest cutt.ly/jei8WJr

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"Seeing clearly through the pink haze" Toronto Sun

*Sad face*: Being happy does not help you live longer" New Scientist

How should we address breast cancer when norms continually change? The Guardian

Your Fun 'No Bra Day' Photos Are Overshadowing Terminal Breast Cancer Patients Broadly

Backlash against “pinkwashing” of breast cancer awareness campaigns BMJ

Breast Cancer to Rise 50 Percent by 2030? Hey, Not So Fast! Health News Review

Breast Cancer: The Flaws in the Cause iafrica.com

How to Make the Biggest Impact With Your Breast Cancer Donations Money

The Very Pink, Very Controversial Business of Breast Cancer Awareness Racked

NFL, Pink Ribbons Not Enough to Win over Women CNN

3 Questions We Need to Answer for Breast Cancer Awareness Month Chronicle of Philanthropy

The problem with National Breast Cancer Awareness Month Women's Health Magazine

Pink Ribbon Envy: Living with an Uncool Cancer The Nib

A Year After Bombings, Some Say 'Boston Strong' Has Gone Overboard NPR, All Things Considered

Canadian Mammogram Study KCRW, NPR Affiliate

Time to Debunk the Mammography Myth CNN

Breast Cancer: Awareness, Activism & Pinkwashing NPR Charlotte

Buying Pink Al Jazeera's The Stream Watch »

The Pink Backlash Orlando Sentinel

Why Jolie's Test Costs So Much CNN

Preventative Mastectomies: Disease and Deception BlogTalkRadio

Angelina Jolie and the 'Breast Cancer Gene' KCRW

Our Feel-Good War on Breast Cancer The New York Times Magazine.

The Story Behind the Pink Ribbon Campaign Sisters Talk Radio

WISH Interview Women's International Summit for Health

Making Cancer About The Patient, Not The Body Part CBS Pittsburgh

Sexy breast cancer campaigns anger many patients USA Today

The perils of pink The Daily

Komen pink campaign creates breast-cancer blues for some Dallas Morning News

A yellow flag for the NFL's pink New York Daily

Gayle Sulik named #7 in SharecareNow’s Top 10 Online Influencers in Breast Cancer

Breast cancer cancer causes so easily derailed Philly Inquirer

Komen Charity Under Microscope for Funding, Science Reuters

The Fight Against Cancer - And Abortion? Salon.com

Susan G. Komen For the Cure defunds Planned Parenthood. In Deep with Angie Coiro

Amid Breast Cancer Month, Is there Pink Fatigue? NPR's All Things Considered

How is Breast Cancer Culture Undermining Women's Health? America’s Radio News Network

Pink Ribbon Culture and Breast Cancer The Kojo Nnamdi Show

The Big Business of Breast Cancer
Marie Claire

Does Breast Cancer Awareness Month Crowd Out Other Diseases? Slate

Pink Inc. Has Many Starting to See Red The Sacramento Bee

Get Your Pink Off Ottawa Citizen

Komen Pink Ribbons Raise Green and Questions USA Today