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