Breast Cancer – European vs. US Sensibilities
Bea Kelleher, OgilvyOne
I saw some stuff on this European campaign here and here which, to be frank, I wasn’t mad about. However, it addressed the key message about your boobs being an important part of your life. Wasn’t going to blog on it because it was an OK, but not great, campaign.
Then I saw this.
No mention of breast awareness, not sure what the seahorse has to do with it, don’t think that Lee Jeans are getting anything out of this either.
So, I thought I’d put the two of them together as a comparison on how sensibilities and cultural mores have been allowed to block the message in the US. In a country where cockrels are called roosters I shouldn’t be surprised that they shy away from bluntly using the word or image of a breast. But I am. The message needs to land. Being coy in marketing doesn’t help, but neither does offending people. The Amsterdam series of ads wouldn’t have gone down well in the US but the ads as they currently stand are a waste of money and effort.