Facebook updates are mostly weird, like, “It’s soooo green” or “ah, it’s wet”, or “stop it” etc. They are either too full of multiple meanings or totally meaningless to even the best of friends. I usually don’t spare a second thought for such messages. So, yesterday afternoon when I saw the status message of some of my (women) friends as “purple”, “black”, “pink”, I didn’t find anything unusual.
In the evening, when I reached my office, one of the woman colleagues told me to have a look at the Gmail status messages of women. There too I found colours! My first hunch was it’s some sort of weird intra-office joke. But I found the pattern even among my friends who aren’t my colleagues.
The question, “why these colours”, met with smile and laughter. And one of them said, “It’s the colour of the boyfriend’s underwear.” To which my quick retort, was “That’s some insight!” Only when I heard someone mention Facebook, I remembered what I had seen some hours before.
The women in the office were evidently having fun, seeing the puzzled look men’s faces. Apparently some guy made — what I later realised was — a horrendous mistake, by following suit and putting up his favourite colour as status message. Further embarrassment was avoided — he was told, it was meant only for girls and was advised to remove it. Girls were laughing out loud!
Meanwhile, I did what I do instinctively when I’m stumped for an answer — went straight to Google, with the key words: “women colour status message facebook gmail” O, there it was! Women all over the world were putting up the colour of their bra as status message! A bit more research revealed that the reason behind the meme was to create awareness about breast cancer.
And suddenly (from among men) a rejoicing cry of having cracked the colour code rent the air, with exclamations such as “we now know what it’s”, “the mystery is solved”, “the cat is out of the bag!” etc etc… I told the girls: “You can’t beat technology!” and I was sort of patting my back, quite pleased that I didn’t spend too much time wondering what the colourful status messages were all about.
And, suddenly the women who were laughing all this while suddenly went silent. One girl, who woke up too late, gave up plans to put up her colour the moment it was known what it was all about.
Awareness about bra or breast cancer?
So much for what happened. Now I have a few doubts, the answers for which may not be readily available on Google.
The ostensible reason for the campaign was “creating awareness about breast cancer”. The Facebook message, I am told, was on these lines: “Some fun is going on. Just write the color of your bra in your status. Just the color, nothing else. It will be neat to see if this will spread the wings of breast cancer awareness. It will be fun to see how long it takes before people wonder why all the girls have a color in their status.”
Who started this? No one has claimed responsibility! Many cancer research organization are distancing themselves from this.
I have serious doubts if this was a fast one pulled on the women by someone who knew the herd mentality of the cyberworld. And it looks like most women just fell for it. And it was stunning to see how women were willingly shedding inhibition and telling the world the colour of their bra.
Would they have behaved the same way, if someone had asked them — straight on their face — the colour of their bra with the aim of creating awareness about breast cancer?
Information diffuses very fast on the internet. It takes no time for it to spread far and wide across the globe. And this too did. To be fair to whoever started this meme, some organizations like Breast Cancer Foundation and American Cancer Society have been reporting a surge in visits to their websites, though there’s nothing concrete to link it to the bra colour meme, other than the timing. And some were mighty pleased that they got some contributions as well.
The basic idea was good: leveraging the power of the internet for a social cause and even including a bit of fun. But in all that, how could the word ‘cancer’ be missing? It would have made much sense if women were asked to write how best breast cancer could be fought.
In retrospect, I think, somewhere along the seriousness was lost.
There are some signs of backlash, it looks like. There were girls saying on Facebook that they won’t reveal the colour, and there is a group called “I Really Dont Care What Color Your Bra Is”, which was getting lots of fans.
There were reports in the media of how breast cancer victims didn’t know what they should put up. One woman who had undergone masectomy wrote: ‘None – in fact, I don’t even OWN one…. Nude, nothing…” etc etc…
This is not a joke, it’s heart-wrenching… I think a lot of us who had fun, should think again.
If at the end of it all, if women are now better informed about the disease, well and good. But if it was all about getting some cheap thrill — for men and women — and having fun, then it was a sheer (embarrassing?) waste of time, amounting to trivializing a very serious health issue.
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You are right on the fact that we did trivialise the issue. My sentiments exactly once I saw the fun. “We are making a joke of cancer,” i remarked in the canteen. But just wanted to enlighten you that women are no longer inhibited when it comes to telling the world the colour of their bra or the brand. Else why do you have colourful or transparent bra straps peeping out!!!:)The history of the bra is linked with the development/ liberation of women, Pradeep. To quote Greer, who is become the metaphor for bra burning, in The Femnale Eunuch “Bras are a ludicrous invention
As you say, if the campaign did increase awareness – then it worked else it was just a cheap thrill. I did not reveal my colour – but I did do a self exam yesterday – so to that extent, I would say it worked.
BTW you were also one of the first guys whose curiosity was most aroused!!!
Hmmm….makes one think
I dint get the point at all. Why each one’s colour ? why not a direct hit campaign ?Perhaps it was trivialising the issue.
My sister says: Breastfeeding reduces your chances of getting breast cancer (and the longer you nurse, the lower your risk). It also helps your daughter reduce HER chances of getting breast cancer. So post THIS instead of the color of your bra today. (via email)
This was the stupidest campaign I ever saw.
My status msg was… stop it, women! (via email)
Honestly, I’m not complaining about trivialising breast cancer… it’s a rather pleasant departure from the bra-burning feminism.. women seem to be having fun having the men drooling and imagining them in various shades! (via email)
I agree with both the views that it was a cruel joke and it was indeed to create awareness.
See, by the end of the day almost all of the internet-using women would have heard of this and I’m sure all wont take it as a joke. Though we had fun and laughed over it, the seriousness of the issue remains.
At least some of them who are in the age group susceptible to the disease would have thought of going for a check up to ensure nothing is wrong. The campaign wins there. On the other hand, women who already have it may feel bad for sure.
But such things are happening all around. All campaigns cash in on the lesser fortunates. Even films depicting a hero who is an orphan and the heroine’s family objecting to their relation is an obvious offence to real-life orphans.
Same with making fun of physically challenged comedians in movies… You can deal with all issues both seriously and lightly.. Nothing offensive… 🙂
Ur piece was really insightful. The idea was somewhat crude…. and now after reading ur blog i get new angle… yeah.. the intended msg actually got lost in the “game”. (via email)
Yea, we all fell for it hook, line and sinker 😀
We make fun of a lot of stuff. Now breast cancer too. What awareness and how did this help? Arrange a big buffet in Hilton and a lot of dance and fun to make people aware of hunger deaths..
Pradeep, I dunno if u realize, it did make everyone think for a minute about breast cancer and all the women who did put up the colours are expressing solidarity for a cause that really needs publicity..
i dont see what is wrong with a spoon full of sugar helping the medicine go down. tell me, would any of us have even said the word breast cancer over the last couple of days without this campaign?? (via Facebook)
Now men should put down the color and style (briefs/boxers) of underwear to raise awareness about testicular cancer.
I simply cannot see how putting down color of bra can raise awareness about breast cancer and it isn’t even breast cancer awareness month.
It’s just someone with a roving mind’s eye who started this and must be sitting back dissolved in peals of laughter. (via Facebook)
Wow,Pradeep!!!you give the ladies something to chirp about n they go yacketty yack.
Anyways,what was the connection to breast cancer….couldn’t get that,it is too obtuse for me.
Ravi
With reference to Raji’s comment… This is more logical.. except for those working women who may not be able to breastfeed as long as she wants… still this message ought to go out to all and it makes more sense than the color…. (via email)
Hi Pradeep,
I agree with Sowmya Ali on this. It reminded me to do a self-exam. Sometimes we forget due to our hectic lifestyle.
Early detection means more effective and less invasive treatment. Most women with early breast cancer go on to live long, healthy and normal lives.
By the way, here’s some useful guidelines from http://www.makna.org.my/breastcancer.asp (I’m trying to spread awareness here :-):
Self-exam is recommended for women aged 35 and below and should be done once a month, between the seventh and 10th day after the start of menstruation. For non-menstruating women, self-examination should be done at the same time every month. For women above 35, it is advisable to be examined by a doctor every year.
Thanks Pradeep for the discussions 🙂
(via Facebook)
Self-exam is good. What has it got with crying colors publicly on facebook though? The mail asking to post colors could have been changed to an awareness and self exam education mail.
(via Facebook)
Hi Muhammad Riyaz 🙂
It is a simple one-word reminder to do self- exam and to think about breast cancer. Maybe it is easier to mention the colour instead of the word breast and bra on FB statuses which probably would put off some people.
I think it is quite clever actually. It’s a catalyst for raising awareness because for example here we are discussing breast cancer 🙂
(via Facebook)
Tnx Pradeep… this revelation is akin to Dan’s holy grail discovery 😉 LOL!
I was puzzled too seeing some of my friends status messages in colors… Going by my finger’s key board addiction i was abt to ask few of’em wat it was… but something unexplainable prevented my urge… and saved the embarrassment! Tnx to u… intuitively sensed something fishy;) nw i got it… eureka!
I can nw give a sheepish grin to all those friends who update their status by color;) I’m going to press ‘like’ nx time i see it 😉
Girls in my network… game’s up;) i know u all love to fool men! Bravado under veils uh? We gotch ya..hook line n sinker!
Jokes part… beautiful write up Pradeep… i know its ur job… but still compliments are always compliments… Sorry, i saw ur mail yest in the group but didnt bother to read then… never thot it was this interesting;)
I go wz u on trivializing the noble purpose, if the intend was ever tat… rapid information dissemination had been the greatest boon n bane of internet… for some its fun… cant help it… strangely this reminds me of the “pink chaddi campaign”… i dont even want to take the guys name n give further publicity to narrow mindedness…
(via Facebook)
Yes it has worked since we are discussing this!
(via Facebook)
Yesterday was my day off…. so missed out on the awareness.
(via Facebook)
I’ve seen in the US breast cancer awareness ads with pink color in them,pink ribbon, pink T’s etc. But i dont think putting up the color of the bra is going to make
anyone aware of breast cancer!
It would be nice to have the status message somewhat like this- ‘Have you done your physical this year’, or ‘Do the self examinaiton everyday!’
These messages could remind women to go and have self exam and see the doctor if they think something is wrong. Or those who forget to have the physical can see this message and do it.
Interesting post.
(via email)
Yes…. I agree with Susan and Sowmya… It did make people sit up and take notice… and if curiosity is what brings in attention… it’s a beginning!
(via Facebook)
If not sit up and take notice, men will at least crane their neck…so much for color therapy!
(via Facebook)
All that does not hurt is fair in spreading awareness on breast cancer. Dynamism in use of technology in current social setting is certainly innovative and food for thought for marketing gurus.
it was indeed a pleasant write-up and i enjoyed reading it. i got to know of this campaign from news paper. not very prevalent in facebook maybe. but what surprised me is that many of the girls also posted their favorite color as the status, not knowing why they were coloring the status. awareness is what we lack and what we need the most, any measure to spread it is welcome. but funny measures that fail to spread the message and instead cause embarrassment may not be welcome. culture says that we shouldn’t be interested in the colors of atleast few women whom we claim to respect. were they excused of the campaign?
girls be careful! we see what you show!
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