CAMPAIGNS: JUDGE AND JURY; Eva and Caprice are a great pair but where was the health issue?

National Wonderbra Week secured brilliant media coverage, but it didn’t go far enough to alert people to breast cancer, says Aurelia Cecil of Aurelia PR

National Wonderbra Week secured brilliant media coverage, but it didn’t

go far enough to alert people to breast cancer, says Aurelia Cecil of

Aurelia PR



Every day seems to be allocated to a campaign of one sort or another, be

it Stop Smoking Day or Eat More Kumquats Day, each exhorting us to

better living, worse habits or just to be more bewildered by the choice

of charities or consumables to support.



To have bagged an entire week dedicated to Wonderbras is quite a coup.

Wonderbras may not improve your health but by God do they provide good

copy and even better pictures. We all know the phenomenal success of the

Wonderbra, be it their sales figures or their poster campaign - the

words ‘Hello Boys’ will never again not be associated with Eva

Herzigova’s breasts bursting out of her black lace bra.



Wonderbra Week provided a great hook to write about a subject which is

close to everyone’s hearts. Breasts are fascinating to both men and

women and Wonderbras have enhanced the subject in more ways than one. In

terms of coverage, the amount of column inches and TV time devoted to

Wonderbra as a result of the week was impressive.



The British just love talking about and seeing pictures of bosoms. We

have more vocabulary for this part of the female anatomy than most of

the rest of the body put together. As a result, Wonderbra Week was bound

to be a huge success. Pity poor old National Asthma Week, YMCA Week or

National Courtesy Day - just some of the worthy causes trying to

increase the public’s awareness of their plight. When there are

supermodels with superbusts just bubbling over with enthusiasm about

their bras, who can blame the hacks for wanting to focus their creative

writing skills on the girls and their assets.



I can’t help wishing that Wonderbra Week could not have been a little

more altruistic, after all October has been dedicated to Breast

Awareness. Playtex have pledged pounds 1 for every bra sold to

Breakthrough, the breast cancer research charity, but I wish they had

gone even further. Could they not have attached the pink ribbon to the

Wonderbra in each of their press pictures?



Could Caprice Bourret or Eva not have been persuaded to wear the ribbon

for their press calls? Breast cancer affects one in every 12 women in

this country; the UK mortality rates are amongst the highest in Europe.

Could Wonderbra Week have been used to not only celebrate a full

cleavage but also the full picture about breast care?



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