From ‘Grabtaxi apologise for ‘insensitive’ breast cancer awareness campaign’, 8 Oct 2015, article by Xabryna Kek, CNA
Car-hailing app GrabTaxi has issued an apology on Thursday (Oct 8), following backlash over its breast cancer awareness campaign. Since the launch of the #GrabitBeatit campaign, GrabTaxi customers have received app notifications with the message “LOVE BOOBS? So does cancer.” The slogan has also been plastered on cars running the GrabCar services.
Some netizens did not take kindly to the tagline. “It’s unfortunate that your Breast Cancer campaign is communicated in a sexist way that objectifies women,” Twitter user Faizal Hamssin wrote.
The hashtag for the campaign reads #GrabItBeatIt, which sounds like the jingle for a bongo drumset than breast cancer. An SMU Associate Professor of Marketing lashed out at the use of the word ‘boobs’ (Grabtaxi’s cheeky campaign on cancer awareness backfires, 11 Oct 15, Sunday Times), as if changing the slogan to ‘love BREASTS’ would make much of a difference. Besides, the ‘breast’ pun is already taken, by a famous fast food burger chain with a history of ‘objectifying’ parts of the female anatomy.
In 2012, The Singapore Cancer Society launched the cringeworthy ‘Treasure the Breast Things in Life’ campaign, so GrabTaxi isn’t the only one capitalising on our affection for ‘breasty’ things. ‘Breast’ puns are a tad overused. Cue ‘derogatory’ terms instead.
I guess ‘LOVE B(.)(.)BS?’ is deemed offensive to some women because it’s the kind of porny clickbait that is designed to draw horny men. If there’s anything wrong with the ad it’s that the target audience (males) seems questionable, as most females who chance upon a ‘love boobs?’ ad is likely to dismiss it as one of those spam links to online sex shops selling dodgy bust-enhancement creams. It should also be more inclusive, since breast cancer affects men too, and renamed as ‘LOVE BOOBS AND MOOBS?’, though I’m sure a lot more people love the former than the latter.
As for the physical act of ‘grabbing’, there is, in fact, some grabbing involved when it comes to breast cancer screening, whether it’s done gently via self-examination in the mirror, or by a mammogram that literally clamps your tits together like a medieval torture rack used by misogynistic zealots to force confessions out of women accused of witchcraft. If you’re disturbed (or worse, tickled) by the phrase ‘Beat It’, it just means you’ve descended too far into the darkest realms of S&M.
There’s no shame in admitting that the vast majority of guys love breasts. It’s a shame, however, that people who accuse such ads of being sexist and ‘insensitive’ ignore all the dick jokes done at our expense and other campaigns that mock the male anatomy, like this ‘Clean Your Balls’ ad for example. Making fun of testicles – now THAT’S really hitting below the belt.
Like breast cancer, testicular cancer is no joke of course. But if you had a ‘Love Balls?’ campaign instead, I doubt social media would go all ‘tits-up’ over GrabTaxi’s ad. Somehow ‘Loving boobs’ is offensive, but ‘Playing with balls’ is hilarious. No wonder Ikea never considered raising a meatball charity event to draw our attention to the scourge of testicular cancer. Yes, cancer loves your balls too. Cancer is a sneaky bi-pervert, goddamit!
Allow me jog your mammary-I mean- memory: Some years back, we had a ‘Lift Your Skirt’ campaign for cervical cancer, which had some folks shaking their heads all the way home after spotting the ads at bus stops, because they can’t imagine anything beyond the message than a call for women to expose their panties to men. Naughtiness seems to be the norm if you want Singaporeans to, well, keep abreast of killer diseases. Whatever works to grab your attention, I say, whether it affects the health of your boob, your cervix or your dangling balls.
Then there’s this fun way of raising funds for AIDS in Japan especially for people who ‘love boobs’. I suppose the reason why people don’t complain that this ‘objectifies women’ is because the recipients of the groping work as sex objects for a living.
Well, thanks to GrabTaxi, I’m forced to interpret the lyrics to the Black Eyed Peas’ ‘My Humps (my lovely lady lumps)’ in a totally different light. Slogan theme song, anyone?