"It's pornographic" and
"You can't sell that here!"
Breast cancer and cancer
organizations find Breast Health product
Guelph, ON Canada - December 5, 2001
— The Breast of Canada calendar was designed with the
specific intent to provide information and daily encouragement
to women on the issue of breast health and breast cancer
prevention. The calendar's distinctive and edgy style speaks
to a targeted demographic of women who were not getting the
message from the limited number of other breast health
promotions that currently exist.
Focused on wellness and artistically bold, the calendar
effectively and directly addresses breast health issues
without using scare tactics. The message "early detection
is the best defense against breast cancer" is front and
center and is complimented by easy-to-follow instructions on
how to do monthly breast self-examinations properly. The
Breast of Canada project is awareness and action built into
one universally understood, affordable product that opens the
door to further discussion.
It is also a piece of art.
Breast of Canada speaks directly to the hip Canadian woman
who wants to be proactive about her own health and wellness.
You would think the world of established breast cancer
treatment and charity organizations would be standing up and
applauding a product that focuses on "our best
defense" and meets this issue head on.
Instead, many breast cancer treatment establishments and
charities have refused to participate in the project. On more
than one occasion, Sue Richards, the calendars' publisher, has
been told; "You can't sell that here". Upon
investigating existing retail opportunities at breast cancer
awareness and fund raising functions, the message has been
"The calendar is pornographic" and "Our patrons
would not approve". One foundation stated, "We did
not remove it from the cellophane. We are returning it
immediately". Another major breast cancer foundation
rejected the offer of 40% net profit from the calendar because
they felt that the "Controversy would far outweigh the
A hospital administrator thought that the photo of the
apple in March (nutrition month) looked too much like a penis.
It's a Golden Delicious.
Simply put, breast cancer is a bold and aggressive disease
that kills women. Seventy percent of women who get breast
cancer have no known risk factors. Their only qualification
for the disease is having breasts. Thousands of women loose
their breasts every year and go through painful procedures
only to have the disease return at a later date.
According to The Canadian Breast Cancer Foundation, EARLY
DETECTION IS THE BEST DEFENSE. Women who own the calendar
claim that, unlike other awareness raising products, Breast of
Canada has motivated and inspired them to take action. They
are making appointments with their doctors to discuss breast
health. They are learning how to do monthly breast
self-examinations properly. And in some cases, they are
booking their first mammograms. In short, they are taking
breast health into their own hands.
So the question remains - What is stopping breast cancer
groups and foundations from stepping forward to embrace and
promote this project?
Could it be that we still don't want to see pictures of
And how deadly.
Anyone want to start a Breast Health Movement in our