Coppafeel! Breast Cancer PSA?

In which we are asked to consider the assinine.

I was so baffled when I came across this video that I had to watch it twice. It’s a spoof video about a health & safety officer (played by Chris O’Dowd) for the Topless Female World Trampolining championships, which, produced by the Male Cancer Awareness Campaign and CoppaFeel!, is intended to raise awareness about male breast cancer. Beyond the failed attempt at what appears to be a combo of an Eastern European and Scandinavian accent (because those people are good at gymnastics and being topless, right?) it’s pretty much just one long video objectifying women.

What do topless trampoline jumping women have to do with raising awareness about breast cancer? I am not entirely sure, except for the fact that if you’re wanting to talk about breasts there are A. Lot. Of. Them. And derrieres too, just for fun. Keep in mind though, there’s not a male breast in sight, which was supposed to be the thing we were being made aware of in the first place.

There is certainly nothing wrong with raising awareness through edgy campaigns, but when they come at the cost of objectifying women and sexualizing a serious issue you have to sigh and give a hearty, WTF?

Anna Brones

Anna Brones is a food + travel writer with a love for coffee and bikes. She is the author of The Culinary Cyclist and Fika: The Art of the Swedish Coffee Break. Catch her weekly column, Foodie Underground.