Breast of Canada calendar unveiled
By Stacey McCarthy
September 2002
SPOKE magazine
The Breast of Canada 2003 calendar was unveiled in Guelph on Sept. 12 amid continuing controversy stirred by last year’s calendar.
Labeled as pornography by some and hailed as an artistic masterpiece by others, the 2002 calendar featured the naked breasts of women aged 18 to 40.
“The purpose of the calendar was to draw attention to breast health and (breast cancer) prevention,” said Sue Richards, who pioneered the idea for the calendar. “I feel that there’s an emphasis to find a cure, but there’s an under-emphasis on prevention.”
Richards, who financed the 2002 calendar herself for $70,000, ended up with losses totalling around $50,000.
She said it was difficult to market the calendar without the support of the Canadian Breast Cancer Foundation. The foundation decided against endorsing the calendar, claiming it was too controversial.
Without the foundation’s seal of approval, retailers and distributors were reluctant to sell the calendar. Richards ended up giving away many of them.
However, in regard to the lack of profit she cheerfully
replied, “That’s business.”
“But there’s more than just money to it. The purpose of
the calendar was threefold: providing education, awareness and
funds.”
However, she said the response this year has been sensational. Ninety per cent of last year’s retailers have requested the calendar again and Richards has added another distributor as well.
Richards admitted she was nervous about the 2003 calendar in light of last year’s negative responses.
“But the reaction was from a few, not the majority. It’s art – there are people who love it and people who hate it. Some found it offensive… and challenging to look at. I would have a hundred people come up and thank me profusely and one would snicker and walk away in disgust.
“The important thing is that it got people talking. It’s good to get emotion and reaction. In that way the calendar was incredibly successful.”
Some changes to the 2003 calendar include a smaller calendar, smaller photographs with borders, a cheaper price tag ($19.95) and pictures of both a male breast and a breast cancer survivor.
Richards remains optimistic of this year’s success. Her efforts to pre-sell the calendar this year have already been rewarding.
“Something’s happening here,” Richards said about the growing popularity of the calendar. “I’m getting personal stories, offers to put up posters, and advice on different ways to sell the calendars. It’s amazing.”