#NoBraDay campaign is just an excuse to talk about boobs, not breast cancer

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October is Breast Cancer Awareness Month, and you know what that means: Time for a bunch of gross social media campaigns that minimize the dangers of breast cancer in favor of appealing to men’s love of big ol’ yabboes. The latest example of such campaigns is #NoBraDay, a hashtag trending on Twitter that’s intended to raise breast cancer awareness, but is mostly just a bunch of dudes excited about ladies letting those sweater kittens out for air:

It’s unclear exactly where #NoBraDay originated. The Lincolnshire Echo reports that it was founded by plastic surgeon Dr. Mitchell Brown back in 2011 as a way to “promote education, awareness, and access for women who may wish to consider post-mastectomy breast reconstruction,” and that “Bra” actually stands for Breast Reconstruction Awareness Day. But a widely shared image of a woman removing her bra appears to be from a 2013 post by Boobstagram.fr, a French website that says it aims to raise breast cancer awareness “with humor and fantasy,” but actually just features a series of photos of ladies’ boobs.

Whatever its origins, by focusing on how cool ladies’ boobs are in lieu of focusing on the estimated 12 percent of American women who will get breast cancer during their lifetimes, #NoBraDay is clearly the heir apparent to similar campaigns like Save the Ta-Tas, which was criticized for sexualizing breast cancer awareness back in 2013. (For their part, Save the Tatas refutes criticisms of sexism, saying its aim is “to fight breast cancer using laughter and fun. The organization claims to have raised nearly $1 million for breast cancer research.)

Although many Twitter users are clearly using #NoBraDay as an opportunity to slobber over how awesome ladies’ unleashed boobies look, not everyone on Twitter is so amused by #NoBraDay, and many are speaking out against the hashtag:

This brave lady’s response is perhaps the most scathing critique of all:

Photo by Gabriel Stone/Flickr (CC BY SA 2.0)

EJ Dickson

EJ Dickson

EJ Dickson is a writer and editor who primarily covers sex, dating, and relationships, with a special focus on the intersection of intimacy and technology. She served as the Daily Dot’s IRL editor from January 2014 to July 2015. Her work has since appeared in the New York Times, Rolling Stone, Mic, Bustle, Romper, and Men’s Health.