Vitals Spotlight - We Give the Doctor an Exam

“You know you like them. Now it’s time to save the boobs,”

(wikimedia.org)

announces the television screen which contains a beautiful woman whose chest is jiggling in her skimpy white bikini.

According to the New York Daily News, this is not an introduction to Beverly Hills 90210, a reality show or even a beer commercial. You are watching a public service announcement for a party to benefit the charity, Rethink Breast Cancer, during October, National Breast Cancer Awareness Month.

In another provocative PSA, for the Susan G. Komen Breast Cancer Foundation sponsored by Yoplait yogurt, a group of women cup their hands over their right breasts saying:

“I pledge allegiance to my girls, to my chi-chis, to my hooters, to my ta-tas, to my gazongas.”

Dr. Stephen Boswell

These are examples of eye-catching vehicles to make a serious point. The hope of these advertisements is that they will capture the attention of younger women, instead of somber, intimidating pamphlets which are probably tossed in the nearest trash.

The facts about breast cancer are intimidating enough.

“Did you know that every three minutes a woman in the United States is diagnosed with breast cancer? It is the second leading cause of cancer death in women and the chance of developing invasive breast cancer at some time in a woman’s life is about 1 in 8,” states Dr. Stephen L. Boswell. “If you are a woman over forty or are at increased risk of breast cancer, you should get regular breast cancer screenings.”

According to Vitals.com, Boswell received his medical degree at the University of Washington School of Medicine and completed graduate training at Mount Auburn Hospital.

Christina Applegate, Breast Cancer Survivor (ellen.warnerbros.com)

There is no denying the facts. 200,000 women will be diagnosed this year. Over 40,000 of them will die of the disease. Breast cancer is the second only to heart disease as the leading cause of death in women. These advertisements are getting a mixed reaction, but everyone agrees that anything that will get women to do regular breast exams and see a doctor if they notice anything unusual is worth a try.

In another example of a youthful approach to raising breast cancer awareness, young celebrities have been raising their voices for National Breast Cancer Awareness Month.

Lucy Liu has been a spokesperson. Christina Applegate, who had a double mastectomy, created the Right Action for Woman Foundation. Jessica Simpson has starred in print and television public service announcements and Kylie Minogue, who is also a breast cancer survivor, has gone public urging young women to get regular breast checks.

Whatever the medium, whether it offends or entertains, what matters is that it’s heard and leads to regular breast cancer screenings which can save lives. In the end, that’s what it’s all about.

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