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Men and Women Express Different Views of "Save the Boobs" Breast Cancer Awareness PSA


Save the Boobs PSA
62% of females say PSA was offensive, 60% of males disagree

Flemington, NJ, September 25, 2009 – A new media study among 318 viewers of a controversial public service announcement (PSA) on breast cancer awareness revealed that while the majority of male viewers (60%) reported that the ad was appropriate, the majority of female viewers (62%) indicated that it was inappropriate.

The study was conducted by HCD Research using its MediaCurves.com® website on September 24, to obtain consumers’ perceptions of a recent PSA titled, “Save the Boobs” by Canadian organization, Rethink Breast Cancer. To view interest curves and detailed results go to: www.mediacurves.com.

While there were mixed reactions when comparing responses by gender, the majority of male (84%) and female (79%) viewers reported that the PSA was effective.  Male viewers reported “happiness” and female viewers reported “inspiration” as the emotion they felt most while viewing the PSA.

Among the findings:

Did you find the ‘Rethink Breast Cancer’ public service announcement to be offensive or inappropriate?

 

Total

Males

Females

Yes

18%

13%

23%

Somewhat

33%

27%

39%

No

49%

60%

38%

Overall, how effective do you think the ‘Rethink Breast Cancer’ public service announcement was?

 

Total

Males

Females

Extremely effective

33%

35%

30%

Somewhat effective

49%

48%

49%

Not at all effective

19%

16%

21%

Which of the following emotions did you feel the most while viewing the ‘Rethink Breast Cancer’ public service announcement? Please check all that apply.

 

Total

Males

Females

Anger

3%

2%

3%

Inspiration

25%

23%

26%

Sadness

4%

4%

4%

Skepticism

15%

16%

14%

Confusion

7%

6%

8%

Disturbing

12%

8%

17%

Embarrassment 

11%

6%

16%

Pride

4%

5%

3%

Happiness

20%

30%

11%

While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).  You can also receive updates from MediaCurves.com by following us on Twitter:  http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820

HCD Research is a marketing and communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.  MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

COMMENTS
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RE: Save the Boobs PSA
by fastmint (User #211402) on Friday, September 25, 2009 @ 4:59:19 PM (#2784)
i would say you that it will get your attention
Reply
RE: Save the Boobs PSA
by kevindh (User #205580) on Friday, September 25, 2009 @ 4:59:19 PM (#2785)
I didn't find this video "shocking" or one that "focused on shock value". I think it focuses on sex appeal and is attention getting, but I don't find that mere sex appeal is shocking, instead I think that it merely grabs the viewers attention to make the point. I think if you asked the writers/directors behind the ad then they would likely say the same thing.
Reply
RE: Save the Boobs PSA
by jpirkl (User #226933) on Friday, September 25, 2009 @ 4:59:19 PM (#2786)
Did not go far enough to emphasize the importance of the problem.
Reply
RE: Save the Boobs PSA
by changingway (User #201492) on Friday, September 25, 2009 @ 4:59:19 PM (#2787)
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Reply
RE: Save the Boobs PSA
by cessnaairplane784 (User #227298) on Friday, September 25, 2009 @ 4:59:19 PM (#2788)
That was an interesting video clip
Reply
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RE: Save the Boobs PSA
by diskopal (User #222550) on Friday, September 25, 2009 @ 4:59:19 PM (#2789)
I saw this ad discussed on Good Morning America today.
Reply
RE: Save the Boobs PSA
by Estelle55 (User #50203) on Friday, September 25, 2009 @ 4:59:19 PM (#2790)
I feel sorry for us, the consumer when PSA'a have to talk down to get our attention
Reply
RE: Save the Boobs PSA
by CASTLY (User #200281) on Friday, September 25, 2009 @ 4:59:19 PM (#2791)
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Reply
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by Atsushi (Anonymous User) on Friday, June 15, 2012 @ 10:52:19 PM (#7717)
wow, you and your friend have no life, and cant read. i'm sorry to hear that. maybe you soluhd do the world a favor and go play butt naked slap tag in the middle of an 8 lane highway. happy slapping
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by Shauna (Anonymous User) on Sunday, September 30, 2012 @ 10:22:30 PM (#8019)
Halleluajh! I needed this-you're my savior.
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RE: Save the Boobs PSA
by favoritegrandma (User #221280) on Friday, September 25, 2009 @ 4:59:19 PM (#2792)
It shows a different way of looking at breast cancer. Makes you want to keep on top of it.
Reply
RE: Save the Boobs PSA
by bradasimpson (User #215134) on Friday, September 25, 2009 @ 4:59:19 PM (#2793)
I was laughing the whole time. I thought it was clever and it probably makes both sides pay attention!
Reply
RE: Save the Boobs PSA
by Gary205 (User #201329) on Friday, September 25, 2009 @ 4:59:19 PM (#2794)
I actually think it would reach more peoples interest of breast cancer if you show both, woman with nice boobs and one who has had to have one or more removed because of breast cancer. It would not only reach the men like this but also more women and young adults facing possible breast cancer or their family and friends one. I know it would be a awful site, but that is shock that gets peoples attention.
Reply
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by Bert (Anonymous User) on Thursday, July 7, 2011 @ 5:07:37 PM (#6741)
Unbelivaeble how well-written and informative this was.
Reply
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by Zaiyah (Anonymous User) on Thursday, July 7, 2011 @ 7:58:39 PM (#6744)
Thanks alot - your answer solved all my problems after seevral days struggling
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RE: Save the Boobs PSA
by Markgren (User #216479) on Friday, September 25, 2009 @ 4:59:19 PM (#2795)
what is the point?
Reply
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by Maurice (Anonymous User) on Tuesday, July 24, 2012 @ 8:39:42 AM (#7822)
. In this case, personal means of pvtarie matters. If one knows nothing personal about another ( person = personal, get it?), then one can shout till the hens become roosters and it cannot be labeled personal. Knowing nothing about a person's pvtarie matters only enables the yapper to voice opinions and suspicionsIf someone places his photo, opinions, and other stuff on the internet, then it becomes public and any criticism of that material does not constitute a personal attack. Only a spineless mama's boy would view it that way. Besides, if a person goes into emotional tantrums when he is called a name, of what use do you really think he'd be in a real, live, kick-him-in-the-nuts, battle? Not much I am afraid for he'd be too concerned about soiling the lace on his underwear. One variety of iron sulfide (pyrite) so closely resembles gold that many people cannot tell the difference. But differences do exist which can be discovered. If one's eyes fail in this regard, there are other tests. This is where the blightwing fails on all counts. Some have weak eyes and couldn't tell a buzzard from a goose, judging by what they choose to sleep with. There are others who simply refuse to look any deeper and slough it off with some a black horse is one which is black nonsense. This is why I openly challenge all of the blightwing gods to allow me to post THEIR DEFINITION of what is white, here on miserable old FAEM. If they will not, or cannot, perform this undemanding task, then they should cease yapping about saving the white race and I'll never acknowledge their existence again. If you still chose to listen to people who cannot tell you what they mean by white , then good luck, for disappointment lies in your future.
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RE: Save the Boobs PSA
by brandi56 (User #221554) on Friday, September 25, 2009 @ 4:59:19 PM (#2796)
everything is associated with sex now days so maybe these advertments will catch peoples eyes
Reply
RE: Save the Boobs PSA
by DollyDe (User #222838) on Friday, September 25, 2009 @ 4:59:19 PM (#2797)
Sad it has come to this!!!
Reply
RE: Save the Boobs PSA
by riverman (User #68091) on Friday, September 25, 2009 @ 4:59:19 PM (#2798)
not right to promote sexxxx when dealing with such a serious condition for women.
Reply
RE: Save the Boobs PSA
by surferbj (User #201636) on Friday, September 25, 2009 @ 4:59:19 PM (#2799)
Are our children going to see this ad? Can be very Embarrassing for women when your in the same room with your family/friends and the ad appears on TV.
Reply
RE: Save the Boobs PSA
by Steevie1 (User #227283) on Friday, September 25, 2009 @ 4:59:19 PM (#2800)
they can figure out how to present the problem of breast canser in a better methon then this i find it gross and offensive and it turns me off
Reply
RE: Save the Boobs PSA
by rdlarso (User #201472) on Friday, September 25, 2009 @ 4:59:19 PM (#2801)
Its not my favorite type of commercial but it may take something like this one to get the message across.
Reply
RE: Save the Boobs PSA
by njobey (User #226148) on Friday, September 25, 2009 @ 4:59:19 PM (#2802)
I'm not sure if I would classify this PSA as shocking - maybe surprising, if you didn't know the subject ahead of time. I think it is clever and should be successful in raising awareness from a male audience. When I heard that the ad was seen as shocking, I expected the last frame to show a woman in the same bikini with a mastectomy scar.
Reply
RE: Save the Boobs PSA
by gjax57 (User #208259) on Friday, September 25, 2009 @ 4:59:19 PM (#2803)
didnt really see how that talks about breast cancer
Reply
RE: Save the Boobs PSA
by cathyjo319 (User #217387) on Friday, September 25, 2009 @ 4:59:19 PM (#2804)
dont think this is agood idea
Reply
RE: Save the Boobs PSA
by PASYLVIA (User #222900) on Friday, September 25, 2009 @ 4:59:19 PM (#2805)
BREAST CANCER ,IS NOT ABOUT MEN LOOKING AT BREAST ,AND BIG BREASTED WOMAN, I DONT THINK I CAN SIT AND WATCH THIS ADD WITH FAMILY , ITS LOOKS LIKE A PORNO ADD, I WOULD NOT LET MY CHILDREN SEE IT.
Reply
RE: Save the Boobs PSA
by SandyNate (User #216588) on Friday, September 25, 2009 @ 4:59:19 PM (#2806)
Very inappropriate!
Reply
RE: Save the Boobs PSA
by fosterl (User #222117) on Friday, September 25, 2009 @ 4:59:19 PM (#2807)
I don't get the shock value. I'm concerned about any issue that adversly effects anyone male or female. This doesn't move one way or the other.
Reply
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by Addy (Anonymous User) on Friday, July 8, 2011 @ 3:13:48 PM (#6754)
HHIS I sholud have thought of that!
Reply
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by Raynoch (Anonymous User) on Saturday, July 9, 2011 @ 10:20:12 AM (#6767)
YMMD with that awsenr! TX
Reply
RE: Save the Boobs PSA
by bosshoag1435 (User #222095) on Friday, September 25, 2009 @ 4:59:19 PM (#2808)
I think it will get the attention of men.
Reply
RE: Save the Boobs PSA
by RBradley (User #225002) on Friday, September 25, 2009 @ 4:59:19 PM (#2809)
like to see new ways to get attention
Reply
RE: Save the Boobs PSA
by survey999999 (User #223017) on Friday, September 25, 2009 @ 4:59:20 PM (#2810)
This is a good approach to get the attention of viewers and get the point of the message across.
Reply
RE: Save the Boobs PSA
by ysj1205 (User #227169) on Friday, September 25, 2009 @ 4:59:20 PM (#2811)
Tell more people to know this dangerous disease!
Reply
RE: Save the Boobs PSA
by eloebs (User #222168) on Friday, September 25, 2009 @ 4:59:20 PM (#2812)
I didn't like the fact her boobs were giggling all around and being ogled by the men.
Reply
RE: Save the Boobs PSA
by ibjerry (User #221132) on Friday, September 25, 2009 @ 4:59:20 PM (#2813)
I didn't know october is breast cancer month until seeing the ad.
Reply
RE: Save the Boobs PSA
by geena123 (User #49488) on Friday, September 25, 2009 @ 4:59:20 PM (#2814)
This is totally innappropriate for kids to see. Focuses on big breasts instead of health and awareness. I would be embarrassed by this ad in a room with men.
Reply
RE: Save the Boobs PSA
by richfieldmall (User #52184) on Friday, September 25, 2009 @ 4:59:20 PM (#2815)
The part that made the ad most effective was the humor (the onlookers acting silly). They could have left out the titillation altogether and perhaps had a more effective ad. Thanks.
Reply
RE: Save the Boobs PSA
by jeanni (User #49297) on Friday, September 25, 2009 @ 4:59:20 PM (#2816)
Fun - why not do it for a good cause.
Reply
RE: Save the Boobs PSA
by Zenpak (User #224503) on Friday, September 25, 2009 @ 4:59:20 PM (#2817)
I would like to say I thought it was a great survey, I hope many people will help win this battel I have lost my mom so its personal.
Reply
RE: Save the Boobs PSA
by nwtony (User #204254) on Friday, September 25, 2009 @ 4:59:20 PM (#2818)
I was dating a young woman, when she was 25 I noticed a lump in her breast. She had it removed and found it was a benign growth, but until I mentioned it she had never done a breast exam on herself. I think people under 30 feel very strongly hat they are invinsible. I know I did until my children were born, and then allof my priorities in life changed. Young people need to take an pro-active role in their health and not be reactive when problems are found later (ie. quit smoking, it does not make you look cool)
Reply
RE: Save the Boobs PSA
by greercs (User #222784) on Friday, September 25, 2009 @ 4:59:20 PM (#2819)
I think the exposure of the woman's entire body was not effective. I think something where women are together are most effective. If you would like to get men involved, we first should focus on married men rather than hormonal boys.
Reply
RE: Save the Boobs PSA
by msch64 (User #207969) on Friday, September 25, 2009 @ 4:59:20 PM (#2820)
Sorry thought the ad was very sexist to much boobs looses focus as to what it's all about. but 20 somethings will love it what else interests young guys other than a nice pair of boobs bad ad... and thanks for the survey.
Reply
RE: Save the Boobs PSA
by zack2054 (User #218848) on Friday, September 25, 2009 @ 4:59:20 PM (#2821)
no comments although it inspired my concern for cancer.
Reply
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by Gabe (Anonymous User) on Saturday, June 16, 2012 @ 3:31:58 AM (#7718)
in end times were are told Jesus came to send a sword, that will even divide famieils. (So race alone is not enough, among our own folks some will enforce manmade laws, not God's plans and laws). This is Mat 10:34-39. The end war is to be devastating in Rev, but we are to get out from the whole warring babylon system (Rev 18). We shall actually take down enemies of God! Well, I did not make it up, but various quotes come to mind. (eg Luke 19:27) Anyhow the old Mennonite was perturbed by such quotes. Yes, he can quote ones about peace, but clearly the peace comes after the war; it comes when Jesus rules Earth. Not now. What do you folks see? How can we withdraw from the current crap systems of money, banks, political gangs, alien invaders, anti-Jesus Jews and others? I looked at some anti-Wall Stret protestors. Sure they feel screwed by corporate greed, banks and bailouts at public expense etc. But most are fuzzy minded. And the controllers seem to be marxist extremists, whose views the media will push. (Not the lady in Florida who ranted on Jewish control of Fed Res and most banks and media.)Firstly, corporations are a manmade law invention to divide and conquer folks! Instead you should form work groups to do useful stuff and all who work there own it. Or you get division and then corporations whose only reason to exist is to pake profit any way that they can under manmade laws. If such corporations are terminated then there is alos no need for labor unions. Which often become marxist work groups!Paper money itself is a fraud. Money has to have intrinsic value. Buble money was keceph was silver. We can repudiate other money and such debts.Even if yu have silver money, the fractional reserve banking system is a fraud that empowers banks far above any normal person. If YOU have 100 ounces of silver to lend, that is all you have to lend. But if a bank has 100 ounces, it can lend 1000 under the fractional reserve rule of only keeping 10% reserve. So a banker gets to multiply his money (or money he borrows at lower rates than borroers must pay him)and prifits much more than you! This is insane! No wondr so many of God's Satanic ones get into banking, or related money swindles! If we could abolish corporations (then also unions) and fractional reserve banking, and dump the whole paper money system and all such debts then we'd be going places!Otherwise, it will become just another version of the unfair manipulated status quo. But no politician (not even Ron Paul) sees this larger picture.Also, everyone now ASSUMES all humans were created equal and ought to compete in workplaces and compete globally in the lastest most extreme verions! rather than CALLED ones forming our cooperative work units (with others as underlings), not corporations, which divide us, and present vast manipulation possibilities in the rapidly changing stock markets! Consider some economic facts:All humans are not equal. (No two people are exactly equal!) (There is lots of evidence on human ethnic differences in fields from diseases and mental abilities to crime.)Adam was given dominion over all the earlier made living (Gen 1:26-28, the word man is Adam in Hebrew text) who move over the earth/ground. This must include pre-Admites. Yes, they exist! Geo-scientists know this! Africa is the oldest place for human types, even before Adam made roghly 4000 BC in Bible chronology.Adam got dominion over all the other living types! Clearly this Prime Directive of God is totally ignored in the humanist, mass-led democracy movement and its economy. But we need to put people back in their God-ordained places in our ECONOMY. However humanists (Republicans in 1860s!) destroyed the God-given order and now REVERSE it via Affirmative Action etc! Most anti-Wall-Street protestors, and also most Christians don't even know our orders for how to run the Earth! Jesus clearly does know and will force all Earth to conform to his regime (Bible Law, not abolished in Mat 5:19, and even orignal holy days like Tabernacles will resume says Zech 14:16!) OK, I'll back it up: JC will rule all Earth with one special name (Zech 18:9), he will impose his regime (I Cor 15:24-25), when he returns as an invincible Warrior (Rev 19:11+) and of course we have an active roll in this (Luke 19:27) and are now to get out of babylon (Rev 18) just before his return (Rev 19:11). So now the battle lines become a bit clearer, eh?What you you guys see? I'd like to see demonstrators proclaim this God-Law based view. Maybe carry a Rebel Confederate flag or two, to replace humanist regime and organizational flags wow!But actually we need a new flag (Confederates wanted just to make another manmade law republic.) We need a flag with Jesus Christ in it. Refering to signs we need to have.
Reply
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by Vijay (Anonymous User) on Monday, June 18, 2012 @ 12:40:34 AM (#7751)
I received your comemnt on the website and thank you for the compliment. I have gone to your website and it is not readable for me. Could ypu please tell me what language it is? Also what is about? Interesting that many people are writing and their websites are in various languages. My book has been published in many languages and languages always interest me. If you check on my site and click on store you will find my book, Capture A City Through Praise is available there for sale. Rich Blessings,Rachel Jeffries
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RE: Save the Boobs PSA
by mariette (User #205616) on Friday, September 25, 2009 @ 4:59:20 PM (#2822)
Quite interesting
Reply
RE: Save the Boobs PSA
by kanndvs (User #200522) on Friday, September 25, 2009 @ 4:59:20 PM (#2823)
if we're going to compare this campaign to the tobacco one, let use pictures of breasts with cancer, before and after surgery, that's a scare tactic I could support, not one like this playboy inspired one
Reply
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RE: Save the Boobs PSA
by horse74301 (User #225029) on Friday, September 25, 2009 @ 4:59:20 PM (#2824)
I think using sexual imagery to sell beer or cigarettes is a much creepier thing than using it to get men more interested in breast cancer!
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RE: Save the Boobs PSA
by kennlj2 (User #206342) on Friday, September 25, 2009 @ 4:59:20 PM (#2825)
ad bad but explanation good
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RE: Save the b**** PSA
by Susan (Anonymous User) on Sunday, September 27, 2009 @ 10:13:55 PM (#2826)
I dislike this ad for many reasons. Why in the world does anyone think focusing on breasts (and the women who own them) as sexual objects and using a slang term for part of a woman's body will help raise funds for cancer research? What exactly is the message of this ad: Breast cancer is more important than other kinds of cancer because it's sexy? A lot of things will get people's attention. The question is: Does the ad motivate people to do what the advertiser wants them to do? I think this ad is a huge waste of money and will do little or nothing for the cause it claims to support. That's what's so sad about it.
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RE: Save the b**** PSA
by A Canadian (Anonymous User) on Thursday, October 1, 2009 @ 9:09:19 AM (#2831)
The ad was done by volunteers.

The woman in the bikini is a MTV Canada host.


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RE: Save the b**** PSA
by Ben at Mediacurves (Administrator #224968) on Tuesday, September 29, 2009 @ 3:07:55 PM (#2828)
Thanks for all the great comments! We appreciate your feedback.
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RE: Save the b**** PSA
by Mandy Coa (Anonymous User) on Friday, December 18, 2009 @ 1:06:51 PM (#4066)
This is a complete load of bollox. How do you (mediacurses.com) actually verify the veracity of these posts (some of these posts appear to have been made by mediacurses.com employees/stooges.)
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