The unapologetic deployment of the newspaper’s topless models for the initiative occurred after speculation about the future of Page 3 in the face of a sustained campaign requesting the newspaper drop the page. It is undoubtedly a coup for CoppaFeel, helping the charity reach 1.7 million of its target youth audience, but is associating glamour models with breast cancer the right move for The Sun?
How I see it
Maureen Corish, group comms director, Penguin Random House, UK & International
Cor – what a stunner of a campaign!
Check ‘em Tuesday very neatly gives The Sun a ‘glamour girls for good’ platform and the chance to inch back some of the moral high ground from the No More Page 3 campaign, while delivering on CoppaFeel’s goal to raise awareness of breast cancer among young women.
There is no disputing the fact that because of this campaign thousands of women will now check their breasts and lives will be saved.
How can you argue against that?
However, on a personal level, I disagree with The Sun’s continued objectification and commoditisation of women. This is the best Page 3 can get and should now just go out on a high and be withdrawn.
Undoubtedly this partnership is brilliant. It delivers for both parties and has the potential to make a difference. But despite the campaign’s good intentions, I remain uneasy about activity that carries the whiff of the implicit tagline: The Sun – Saving Britain’s Boobs For Your Titillation.