Take the Fright Out of Breast Cancer™

Moderators

Hello Community!

We started this education and fundraising campaign to address fear as one of the many barriers that may keep people from getting the best care possible. We know we can never remove all of the fears around breast cancer. We know everyone responds to and lives with fear differently. Our goal is to motivate people to courageously and confidently make informed health and life decisions.

GET INVOLVED

• Share the facts about breast cancer and breast health found in our toolkit.
• Host a fundraising event (make it a Halloween party if you think that will help your friends and loved ones get involved).
• Contribute your stories of addressing your own fears of breast cancer (just as no two cancers are alike, there is no one way through it).
• Support each other by joining our growing community.

BREASTCANCER.ORG'S MISSION

Breastcancer.org is a nonprofit organization dedicated to informing and empowering people to protect their breast health and overcome the challenges of breast cancer. For more than 18 years, we have provided expert medical information to millions to help reduce the fears and anxieties associated with a diagnosis by providing the most reliable, complete, and up-to-date information about breast cancer, as well as hosting the largest and most active online breast cancer peer community.

YOUR DONATION'S IMPACT

Your support funds Breastcancer.org's educational and support programs. In a moment when many feel overwhelmed by their diagnosis and the critical decisions they have to make about their care, Breastcancer.org is there to answer their most pressing questions about breast cancer and connect them to a supportive peer community when they need it.

To quote Jackie, a Breastcancer.org Community member:

"Whenever I would have a new symptom or a question would pop into my mind, I could always find the answer on Breastcancer.org."

Your generous support is vital because it helps us deliver on our mission. Every gift counts. Give today in support of the millions who rely and depend on Breastcancer.org, not just this October, but every day.

Thank you!

Hopeful82014

I'm actually pretty disgusted by this campaign by BCO, as well as very disappointed in the organiztion because of this.

Halloween is a fun holiday - no stress, no obligations beyond having enough candy to hand out, a time to let imaginations run wild. To try to "turn Halloween into a holiday with a purpose" is wrong. Why should kids have illness thrust in their faces all the time? For that matter, why should adults?

As for "taking the fear out of mammograms" as well as other aspects of the disease, I don't see this as effective at all. It may even promote fear, as all the quotes are from people diagnosed with cancer. Having a mammogram does NOT necessarily take courage - it's common sense to do so. I think BCO is actively fear-mongering and I'm extremely disappointed in BCO.

Sara536

HALLOWEEN IS NOT PINK!

re: BCO's campaign to "Take the Fright out of Breast Cancer."

It is understandable that we are obsessed with breast cancer but please let us not try to hijack Halloween! It just might backfire. I'm OK with October being Breast Cancer Awareness Month and I'm all for making our bodies and our illness OK to talk about honestly and age appropriately with our children, but Halloween is a time when people, and especially kids, like to indulge in a little scaryness. Linking breast cancer to Halloween will only emphasize the scaryness of breast cancer which, in turn, will make some young girls scared about their own development. I think we should just let the kids enjoy Halloween. Or should I just relax already and join some perverse, reverse-psychology stunt like "Let's all take our children and grandchildren trick-or-treating with our shirts off." Do what you want with October but let's keep Halloween orange and black.

Lula73

Halloween is supposed to be a fun time for kids. I do not agree with this campaign at all - sorry. Maybe it would be better to look into what frightens women about getting their mammos. Hint: it isn't the prospect of having their breasts squished like pancakes. They are scared of hearing the C word. They are scared of chemo, radiation and surgery. They are scared of having to confront their mortality.And that is not limited to just BC but to all cancers including ones where screening and early detection saves lives. They would simply rather not know and go about their lives until it can't be ignored. Yes it reduces their chance of beating it but that's their prerogative. Leave Halloween alone and put the efforts toward finding a better course of treatment or a cure that takes fear of hearing the C word out of the equation for them

SugarCakes

Take the fright out of breast cancer, huh? I've been away for a while. Are you allowing women to share photos of their Breasts on the boards yet???

reflect

This seems off base to me too. I was actually wondering if it was a strange joke. You know what? Breast cancer is scary.

JustJean

Rather than focusing on Halloween, which is SUPPOSED to be a bit scary to kids, I would much rather see Pinktober in general turned from BC "awareness" (as is commonly done) to a CURE for it. Better treatments. Better pain control. Better symptom control. I hide in October. I can't stand the marketing aimed at "awareness" but really putting $$ in the pockets of the manufacturers of those products.

I would bet that an extremely high percentage of the United States population (and certainly everyone I know) is "aware" of BC. Rather than raising money for more "awareness", as some orgs do, I wish the general focus (not talking BCO here) would change to raise awareness of a need for a cure and a need to address the issues that those of us with MBC, along with all other stages, go through on a daily basis.

My 1.25 cents (after taxes).

JJ

willowreed84

I agree with the previous comments. Cancer is scary, you can't talk women out of the fear of cancer. I dread Pinktober every year. I don't like seeing our illness exploited for cash by corporations. We need better treatment options not more awareness. Stage four cancer patients need more treatments and research.

Traveltext

Great points JustJean. I'm extra busy in Pinktober because, although bc is a genderless disease, the whole month reinforces it as a women-only affliction. So, while awareness that women get bc is running at 100%, the fact that men can get it too is stalled around 30%.

I also understand that after companies take their cut of the pie and the pink charities admin costs (50%+) are taken into account the remaining funds are often wasted on duplicate research and the like while the poor Stage 4 folks push on towards a palliative finale that is often underfunded, extremely debilitating, and always very stressful. If I had my way, most of the funds would go their way.

lily2

I agree with hopeful82014 this is so ridiculous!!!!

tangandchris

I don't understand the point if this. Last time I checked BC is a scary and formidable disease. Here we go again trying to turn cancer into some fun and games spectacle. Why? I am really dreading October this year. Dont make it worse.

Meow13

Agree with all those commenting.

dlb823

Totally agree with all of the above comments and observations. I was as shocked and disappointed to see an attempt to link bc to a fun holiday for kids, as I have been to open up BCO each day and see a photo of a celeb financial guru. Financial advice is not what we come to BCO for, and the Halloween Idea seems just as off base to me. I wasn't even going to comment on it, but since so many others have, I figured I would let you know that I am also very disappointment in what seems like a totally out of touch idea that sounds like it came from an ad agency or from someone else equally out of step with the bc community

Traveltext

The website is up, and the campaign is underway. I agree with dlb823, it sounds like a campaign dreamed up by marketing "experts". Not every new product succeeds though, and I guess BCO will know after Halloween if the public takes to this idea.

Jojo0529

dumbest idea ever! Annoyed

Spookiesmom

I hope it is a major flop. To some people, it is called Samhain and is a religious feast.

ShetlandPony

Let the kids and us patients just have fun with Halloween, please. BC is a fright, but not one our kids need to deal with. I keep trying to imagine these people sitting around a table saying, "Hey, let's make Halloween about mammograms!" Then launching the campaign without getting feedback from the real world first.

I took a quick look at the site. It seems to have some good information, but that is overshadowed by the inappropriateness of the party thing.

Outfield

The title of this thread grates like nails on a chalkboard, and the content is no better. Breast cancer IS frightening. I can't even imagine having suggested this in a community where there is a group of women who are stage IV. It's insulting. I have to say, I'm a physician, and my personal diagnosis - that "knowledge" - did NOTHING to allay my fears, it only fueled them. What exactly is it that you want people to know? That we have a poor screening test that - unfortunately, like a lot of screening tests - is best at picking up slothful cancers? That this disease can descend upon you and wreck your life with no forewarning and no "risk factors"? That for estrogen-receptor positive cancers the mortality curve never, ever levels off?

Take a room full of 100 people, tell them a gunman is going to come into the room, but only shoot 3 or 4 of them. Is that reassuring?

And that's not even thinking about the damage done by the treatments. Is lymphedema so minor that it's not worth worrying about? How about frozen shoulder, or maybe heart failure? I'm so glad chemo was so easy, and t's a good thing radiation burns don't hurt, or maybe people would be scared of them too. Can you tell I'm sarcastic?

And I totally agree with the hijacking Halloween part. It's not your holiday; leave it alone.

Outfield

Oh, and I just noticed you already trademarked this. That's nice. Sure makes me feel like the motivation is in the right place.

exbrnxgrl

Halloween and bc? Huh? Let's leave Halloween as a fun holiday for kids and adults as well. As for taking the fright out of bc? Well, you don't want to be so frightened that fear paralyzes you, but bc instills a good dose of fear in most of us, me included. Six years out from a stage IV dx, and doing quite well, but my future with bc remains a frightening prospect.

Why2015

Hi Outfield, I am in total agreement with you. This pink stuff is nonsense too.

Why2015

Agree Spookiest Mom, people start to laugh at us and get sick of hearing about it. Take the fluff out of breast cancer marketing and just focus on the cure and figuring out how we don't turn out like fat slobs because of the freaking medication they give us for treatment! It is enough to send one into the deepest depression

jensgotthis

The idea for this campaign is just completely tone deaf. I feel like saying shame in you BCO but I do believe nothing was suggested with ill intent. BCO does so much good but this is a total fail.

I'm obviously not alone in this thought. Could the mods please update this community about this campaign status

jensgotthis

I just have to add that this campaign is also incredibly disrespectful. Breast cancer is so frightening. Take the fright out of BC is A load of BS. Going trough treatment, ending treatment, living the rest of your life in treatment until BC ends it - all of this is so effing scary.

Sara536

I'd like to wake up tomorrow to find that BCO has come to it's senses, admits that this was a terrible mistake (although well meaning) and has called off the campaign. Wouldn't that take a lot of courage. Oh, but the party hats have been purchased and the hall has been hired! It would illustrate the meaning of "cutting one's losses" - sort of like discontinuing a treatment that is causing you more harm than good.

Traveltext

Mods, some thoughts and ideas so far:

Pretty disgusted.

Please let us not try to hijack Halloween.

I was actually wondering if it was a strange joke.

This is so ridiculous!

Here we go again trying to turn cancer into some fun and games spectacle.

Dumbest idea ever!

Totally out of touch idea that sounds like it came from an ad agency.

I hope it is a major flop.

It's not your holiday; leave it alone.

This campaign is also incredibly disrespectful.

LilacBlue

I don't agree with this new campaign for all the reasons stated, yet, there will be no change of course and the not so scary show will go on as planned. Take a look at how many weighed in thus far regarding the insanity of the new wheel spinner -20, including me. This is pitched for corporate sponsors - big wack $, that also has a the kiss of pinkwashing.

SPONSORSHIP OPPORTUNITIES Our 2017 sponsorship packages are designed to increase your visibility among our event audience of over 300 prominent philanthropists, corporate leaders, and high net-worth individuals, representing a wide array of industries from both the private and public sectors. Many packages include benefits that extend your exposure beyond the event — including pre- and post-event engagement opportunities. Corporate sponsors play a vital role in the success of Take the Fright Out. With support from partners like you, we can expand on the programs we offer to patients, healthcare professionals, and caregivers and extend our reach to new audiences in need.

https://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=9417

Not cheap to run BCO or pay the salaries. What is the best thing of BCO... the active online community, a lifeline for almost all who post. Charities have to fund raise, some do better than others. Come November when this thread dies down, that is when they will review if it was worth it or not. My hunch, this stinker will be a keeper in the boards eyes.

PoseyGirl

I have read through all the responses and one thing is clear...an emotional chord has been seriously twanged.

I agree with LilacBlue and others that there are two audiences...there are we, the patients. The people that walk this path (and guess what - 15 months in and I'm STILL FRIGHTENED), and then there is the corporate audience which BCO must court in order to raise funds.

1. Re: the corporate audience. I understand completely the effectiveness and importance of a tight and catchy marketing campaign. I come from the field of marketing and think this way all the time. However, equally important is to design a campaign that is not only catchy and tight, but one that is also insightful, sensitive and progressive in its approach. Is it possible to accomplish both gains? YES. And unfortunately, BCO, although I believe you are very well intentioned, you have only fulfilled one aspect of a good marketing campaign. This is catchy, but it's completely insensitive to the realities of a cancer diagnosis. It - in essence - diminishes the fright by suggesting it CAN be diminished. It also belittles what everyone goes through during a long road of treatment and speculation and fear for the future.

I believe you have found yourself a gimmick and can now pay your 'hired on contract' marketing person for the cuteness of it all. But it's a miss. Royally. Please challenge yourselves to find a striking marketing hook while advancing the whole arena of education and awareness building for the purpose of research and cure.

Everyday, companies acknowledge public backlash and withdraw campaigns with an apology. No one underestimates your need to raise corporate support; we appreciate it. But please hire a marketing person who understands. You are doing your own reputation a complete disservice every moment this campaign stays active. Do not undo the good you are doing.

2. Re: us. We are so insulted because of the emotional and physical investments we have made and continue to make each and every day. To see the scary Hallowe'en font and idea of 'removing fright' is basically an abomination which strikes us at the core. But let's forgive BCO for the slip up...they do good stuff. But BCO, you need to take this down to remove the hurt. It doesn't matter if this intended to raise funds. Corporations will respond to other approaches/branding.

I am not concerned about any effect this campaign could have on children. They don't know this is out there. But yes, I agree. Hallowe'en is a holiday. So is Christmas. Let's leave them alone and not trivialize the breast cancer experience.

Take the Fright Out Of? Sorry, I really am shaking my head.

PoseyGirl

P.S.

In order to show you that I truly care about your idea for a campaign, I just want to offer you a slight change in perspective based on your copy at the top of this page. You have spoken about taking the fright out of, or reducing the fright, with information. I personally would upend this marketing idea and focus on the power of information. So, find something cool - a hook - that plays upon the getting informed part. Fright needs to be acknowledged.

But to be honest, I think if you are looking to raise money for this website and its participants, I would look to the people who make up your users as inspiration for your campaign. This website has thousands of faces behind the computer screen. Your campaign should be built in a manner that reflects what you are and what you provide (i.e. the medium is the message). I would scrap this whole thing and come up with a handle that focuses on how we are all individuals living all over the map with different lives, but sharing an experience, needing a watering hole to meet and share and support. In here, somewhere, is your golden nugget. If you care to probe further with me, I'm happy to put some brain power into it.

What are you? You are a Bridge Over Troubled Water. "When you're down and out, when you're on the street...when evening falls so hard...". THIS is really what you ARE. This of course is copyrighted to the hilt. But it pulls upon the emotions of this situation. You, BCO, are a bridge over troubled water. You connect us across the oceans, over time. We connect to share, to inform, to laugh, to cry. I sure hope you're reading this. This was five minutes of my time for completely FREE -

SoCalBC

You've announced it on the site and received 100% backlash and scorn. But that's contained within the digital walls of BCO. Imagine what's going to happen when you really start to publicize this and you see BCO dragged all over Twitter, Facebook etc.

Spookiesmom

if it isn't already.