- Megachurch pushes conversion therapy on Instagram, Facebook with #OnceGay 6 Years Ago
- Christian movie review site blasts Netflix’s ‘The Family’ 6 Years Ago
- YouTube removes ‘coordinated’ channels spreading Hong Kong misinformation Today 8:58 AM
- Christina Hendricks reveals she was the hand model for ‘American Beauty’ Today 8:30 AM
- Why can’t independent feminist websites stay afloat? Today 8:17 AM
- Far-right troll Jacob Wohl scammed a Trump fan out of $25,000 Today 7:54 AM
- How to stream Browns vs. Buccaneers in key preseason action Today 7:02 AM
- Harness the power of sun: The best solar-powered phone chargers Today 6:00 AM
- Majority of threats made since El Paso and Dayton shootings have been made online Thursday 8:00 PM
- Miley Cyrus tweets about cheating allegations and penis cake drama Thursday 6:32 PM
- ‘The Dark Crystal: Age of Resistance’ dazzles with a timely tale Thursday 6:00 PM
- The DOJ emailed a white nationalist blog post to immigration judges Thursday 5:31 PM
- The Amazon rainforest is on fire–and people are using memes to cope Thursday 4:11 PM
- Microsoft contractors listened in on Xbox users Thursday 2:15 PM
- Anti-vaxxer assaults pro-vaccine lawmaker on Facebook Live (updated) Thursday 2:15 PM
New ‘Tweeting Bra’ sends a valuable reminder every time you take it off
But there are so many ways this could backfire.
A company in Greece created a bra that sends a tweet every time you remove it. No, it’s not a sexy thing, but it’s for a good cause: a reminder of how important it is to check for cancer with monthly breast self-exams.
But from the way it’s presented—with a sexy shot of a woman undoing her silky bra—the ad comes off as a cutesy, infantilizing, misguided attempt to sexualize a serious disease.
The bra was created by a Greek company and is being promoted by Nestle Fitness’s Breast Cancer Awareness campaign. Celebrities like Greek TV presenter Maria Bacodimou are promoting the bra by wearing it for two weeks, promising fans that a tweet will send every time Bacodimou removes it.
According the bra’s website, a mechanism under the hook of the bra sends a signal to a cellphone, which alerts a server; the server generates a tweet.
Cool stuff. But the idea doesn’t seem like it was fully thought through.
There are so many ways this could backfire. Pervs following the account would know when you’re getting undressed. The bra could be used as evidence in adultery allegations. Bra bots could spam your @-replies. There’s a server full of data that knows when you remove your bra every day—at home, vulnerable to a home invasion.
The other problem is how ads like this one turn breast cancer into a sexualized plea to appeal to men: the “Save the Tatas” shirts, the influx of pink to “show support,” the YouTube videos of men motorboating women to raise money for the cause, the uproar over sex symbol Angelina Jolie undergoing a mastectomy. It says, “Hey, don’t care about breast cancer because women are dying. Care about it because we need to the save the boobies—the sexy, disembodied, objectified parts we love.”
On the opposite end of this spectrum is a stark photo series making the rounds on Tumblr. It shows women who have undergone mastectomies. It shows real scars, real faces, real tattoos. Compared to the reality of breast cancer, a bra that tweets seems frivolous.
Gaby Dunn is an actress, comedian, and blogger who covered YouTube for the Daily Dot. Since 2016, she’s hosted the podcast ‘Bad with Money,’ and operates a successful YouTube channel. Her writing has appeared in the New York Times, the Boston Globe, Vice, and Salon.