Time for the Talk

A tried and true (if tedious) bait and switch routine to draw attention to a serious issue.

Synchronicity is a weird and wonderful thing. Here I was talking about the my own promiscuous use of the F-bomb this week, and now a non-profit uses it as part of an advertising campaign in order to be relevant to the Gen Y demographic:

Fuck Cancer [according to the non-profit’s website] saves lives by teaching people how to look for cancer, instead of just find it. We change the way cancer society perceives cancer by challenging the stigma and the victim mentality. We shift the balance of power from the cancer to the patient, and turn “patients” into “cancer Fuckers”, fighters, and survivors.

I’m not very convinced, though, that “Fuck Cancer” as an advertising slogan — in the hope, it seems, that the concept will be go viral over social media — will be very effective. Attention getting, maybe, but in the end it feels too much like slacktivism: just point and click to a warm fuzzy. What do you think?


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  1. #1 by L on Saturday 18 June 2011 - 1627

    I really, really loathe the use of words such as “fighter” and “battle” when applied to illness and disease. That the winners live and the losers die. Those that “lose the battle” usually “fought bravely”. Far too simplistic and negative. People generally look down on losers and cheer on the winner. You and I both know that no amount of bravery and battling will work for some, and that there are a fair few shitty people who had simple disease removed that can crow about about how they fought and won.
    Nope, those words should not be used.

    As for this ad, it is slacktivism. NIce word BTW, I shall bandy it around at the earliest opportunity,

  2. #2 by Jenn Jilks on Wednesday 22 June 2011 - 1300

    I agree with L. They aren’t battles, they are cells gone wrong with scientific reasons, for whatever reasons. Biopsychosocial problems.
    No winners or losers. Few of us deal with dying well. Displaced anger get many in trouble.
    Anger is an emotion we feel. No emotions are wrong, but how we deal with them can get us into trouble. See the Vancouver Riots.

    • #3 by torontoemerg on Thursday 23 June 2011 - 1211

      I tend to agree, having watched my mother die of breast ca.

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