Breast Cancer Now campaign criticised as 'ill-informed' and 'rude'

10 May 2019 News

An advertising campaign by Breast Cancer Now has been criticised for being “ill-informed” and “rude”.

True Cancer Bodies, a group of cancer patients who are campaigning to raise awareness of the trauma involved in cancer treatments, criticised a campaign by the charity which centred on the hashtags #Bosombuddies and #TwoIsBetterThanOne.

Vicky Saynor, a campaigner told BBC News that the advertising campaign did not reflect people’s lived experience of cancer. “It’s rude,” she said. “It’s this pink fluffy, happy, very glamourous photoshoot.”

Another campaigner said the campaign, which showed women with hair, was “triggering” for people who had lost their hair during chemotherapy.

Saynor added that they were campaigning against an “ill-informed and misrepresentation of breast cancer.” She said: “We wanted to reflect what true cancer bodies looked like.”

The charity has apologised and removed the video from its social media channels. 

Fiona Hazell, director of communications and engagement at Breast Cancer Now said: “In hindsight we realise it was not delivered quite right. The intention was absolutely about creating a campaign which was about friendship. It has caused upset which we are extremely sorry for.”

“We always try to ensure that our campaigns are carried out with the utmost sensitivity to those who have been affected, or who are currently affected by breast cancer and we are very sorry for the offence caused by some of our campaign content. This was not our intention at all.

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