Cop a Feel - new advert

[50sandFabulous]

"Hey guys and gals, and non binary pals..... remember to check your chest"

If you can't manage to say the word BREAST, when you are urging women to check their breasts, then quite frankly, you can Fuck Off.

New radio advert - GAH.

And the awareness to raise in this case is what?

Say it with me?

That men have _ tissue too?

Anyone?

BREAST

That's right class

Men have BREAST tissue too
And can get BREAST cancer

Awareness of cancers of the actual chest wall are also being diluted and muddied here. Things like sarcomas etc

There is nobody that this wimpy messaging benefits

Yes but saying chest is better than breast, when in society we stereotypically see breasts as the big (or small) things attached to a woman’s chest. It’s really not that big s deal

Landing page of their web page says

“We’re CoppaFeel!, the UK’s only youth-focused breast cancer awareness charity. And we want you to check your chest.”

And also “The word ‘chest’ is inclusive of all bodies and genders. When we need to be clinically accurate we use the word ‘breast’”

No, you can get breast cancer in the chest wall. I have it. We’re not talking about sarcoma.

A charity whose sole aim is to raise awareness about BREAST cancer

Should be explaining what breast tissue is and where it is

Do you realise that you can get primary cancers of the chest wall? Which do not present or progress like breast cancers at all?

You can get breast TISSUE there, and breast cancer in the breast tissues

Cancer of the bones or muscles or other cells that make up the chest are not primary breast cancers

Is it fine? I don't think something that usually refers to misogynistic objectification of women's bodies is ideal. Why use a name that's off-putting and generally refers to groping? Should we be laughing with young people about the objectification of women?

This is why the "awareness" they should be spreading is

Everybody can have breast tissue
Breast tissue can be found in these parts of the body
These are the signs and checks to check for abnormalities of breast tissues

These are not chest abnormalities
Chest abnormalities are a whole different thing
They are abnormalities of breast tissue.

Misconceptions about breast tissue can only be magnified by firms like cops feel telling us that we can't conceptualise breasts being anything other than boobies!

“Cop a feel” 🤮

Who wrote that? Benny Hill as he chases the “nurses” in his wheelchair in the 1970s?

No woman has ever said she needs to “cop a feel” of her own breasts to check for lumps. This campaign was written by a perve in his 80s.

The name isn't aging well

It's like it's targetting 90s / 00s ladettes, not today's population, so it's wild that they persevere with the whole friendly SA being a bit of a larf name, whilst also being too prissy to call breast tissue by it's name?

It's an odd paradox

In my view, the much bigger issue is that routine breast self-examination is NOT supported by research evidence. It has not been shown to improve breast cancer survival rates, and risks doing more harm than good. There's a Cochrane Review if anyone's interested:

https://www.cochranelibrary.com/cdsr/doi/10.1002/14651858.CD003373/full

I'm a doctor and I don't promote routine breast self-examination for this reason.

And? It’s still breast cancer. Kris Hallenga was also diagnosed with metastatic breast cancer from the start. No primary diagnosis. She named the charity.

Yes

BREAST cancer

Breast

Exactly

How interesting. I did not know this. I shall read that report. Thank you. There are a lot of campaigns, such as Feel it on the First.

Yes, and that’s exactly what I have. BREAST cancer - a tiny subcutaneous lump on my chest.

If they are trying to raise awareness amongst men then I would have thought an advert aimed at men would be good. Most men will ignore this advert.

I do agree with you OP and rolled my eyes when I heard the ad, would certainly never donate to them. Language needs to be simple, it’s breast cancer, check your breasts. We all have breast tissue so use the correct term.

They do have a second ad where they mention breasts though, but it’s the shorter chest ad
that seems to be played the most.

You are very deliberately not seeing that you get breast cancer in breast tissue.

Breast sounds quite feminine and insulting to men.

Saying chest is much better suited to both men and women.

It’s also not just the breasts you should be checking for lumps either, it’s under the armpit etc and people may not associate breast tissue with that.

I think saying non-binary people is absolutely ridiculous though.
If you don’t ’have a gender’ and assume that means you’re immune from breast cancer then you’re an idiot and probably won’t bother checking anyway.

Oh please

Infantising men like that isn't going to empower them to look after their health

If men can cope with having nipples, and we don't go around calling them "chest you-know-whats 🤭", I think they can also handle being told that they have breast tissue

Talking down to people about medical and health issues is not an effective public health strategy

No one calls men’s chests breasts, they might have breast tissue but they are known as chests.
Man-boobs is a well known insult.

Women have pectoral muscles but we don’t highlight women’s pecs because that’s seen as masculine.

The advert is just trying to save lives by making sure both men and women check for lumps.

If saying chest instead of breast means more people check and more lives are saved, then I’m all for it.

I’m assuming this isn’t going to stop you from now checking your breast for lumps but it may make someone do it.

We have multiple adverts saying breasts and so I don’t think this one advert is going to negatively affect women.

Men with breast cancer call it breast cancer.

The step before that is to spread awareness to men that they have breast tissue. Otherwise what are they checking for?

In the UK, the lifetime risk of developing breast cancer is about 14% (1 in 7) for women born in 1961. The lifetime risk is less than 0.1% for men [NICE, 2023].

Men need to focus on prostrate information

• Prostate cancer is the most commonly diagnosed cancer in the UK.
• More than 64,000 men are diagnosed with prostate cancer every year.
• More than 12,000 men die from prostate cancer every year.
• 1 in 8 men will be diagnosed with prostate cancer in their lifetime.

Women's breast cancer shows in a different way to men's and the check will be different due to breast tissue and milk ducts.

Public Health Campaigns should do everything to reach their target demographic. That includes using clear language for people who are less fluent in English and imagery that explains the campaign for people who absorb information better that way.

Yes, very rarely a man gets breast cancer but men's breast cancer checks would be different from women's and it should not dilute a campaign geared towards the demographic who are incredibly more at risk.

Women know to check their breast because there have been hundreds of campaigns telling women t check their breasts.

So we should stop telling women now should we?
WTF