A new online campaign for breast cancer awareness is calling Canadian women into action to bear arms, or rather bare breasts to educate women on the health of their chests. Hundreds of women have reportedly already uploaded their images and many are breast cancer survivors, at least 20 of which shoe visible mastectomy scars, according to Reuters.
M.J. DeCouteau, executive director at Rethink Breast Cancer said to the publication “This is a creative, different, bold, a bit-in-your-face way of getting young women’s attention. I wouldn’t be surprised if we got a lot of women doing it.”
Rethink is a breast-cancer charity for young people and is launching a campaign in an attempt to educate women about the disease and create awareness to take away fear surrounding the subject, the report continues. Breast cancer is the leading cause of death in women ages 15-40. Almost 25% of all breast cancer happens to women under the age of 50.
The “touch, look, check” (TLC) campaign asks women to “show their breasts some TLC”. The site shows women how to check themselves for lumps and other abnormalities. After examining, women are asked to take pictures of their breasts either clothed, in a bra or topless and upload them to the Booby Wall on the site.
DeCouteau concluded by saying to Reuters that “We really believe the benefit of getting information out to young women outweighed any men who were checking it out for their own reasons. Women of all ages, shapes and sizes, as well as those from outside Canada, are welcomed to participate in the Booby Wall.”