Unofficial breast cancer Facebook campaign goes viral but does little for the cause

To increase awareness of October Breast Cancer Awareness month, a Facebook campaign asked women to respond to the question where they like to put their handbag.

The original message ran: “One of my friends has suggested that we women should do something special on Facebook in order to increase awareness of October Breast Cancer Awareness month. It's so easy to do, that I'd love you to join in to make this a memorable online event.

The campaign however resulted in suggestive updates such as ‘I like it in the car’, ‘I like it on the floor’, and ‘I like it on the tumble-dryer but my husband likes it on the couch.’

Breast cancer awareness groups say they are pleased with the response to the unofficial viral campaign. But some advocates of breast screening and early detection lament that the awareness does not necessarily translate into action.

“It’s a little misguided,” says one independent brand consultant. “But it would be ungrateful to reject people’s goodwill and enthusiasm to support the cause,” she said. “It’s a shame it wasn’t translated or followed up with a call to action – for women to get themselves screened.”

But head of digital strategy at BBDO/Proximity Douglas Lin says that people's engagement with the should cause should not be underestimated.

"There is a spot of irony that 'commenting' or 'Liking' within social media environments are not perceived as 'actions'.  How is this different than wearing a ribbon or a sticker indicating your support for a cause?  In many cases it is more so as the supporter has taken the time and effort to create a personal (albeit humorous) support message."

Lin adds that behaviors and actions should not be stigmatized as 'less honest' or 'real', simply because they are more easier to express within (such) environments.

Last year, a similar Facebook viral ran asking women to post the colour of the bra they were wearing, which left men wondering for days, why women were posting colours, seemingly at random.