Take the Fright Out of Breast Cancer™

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Comments

  • SummerAngel
    SummerAngel Member Posts: 1,006
    edited October 2017

    I think Tomboy's suggestion is a good one. Is anyone willing to come up with a better fundraising idea? I see a lot of complaining, not many constructive ideas.

  • Lisey
    Lisey Member Posts: 1,053
    edited October 2017

    Wildplaces, Selling Christmas wrapping and popcorn for a cause is the 1980s, Piggybacking on a party with costuming has been going on since the dawn of time, and will CONTINUE because it's amazingly successful. I'm in marketing, I know what works for charities and what doesn't work. If they have a huge gala (with costumes), wealthy people open their wallets. Lastly, Are you seriously saying 'take the fright out of hunger' would be ok aimed at fat people? WTF? Hunger is a word used for poverty, not the obese.

    Edited to add: If BCO is using this campaign to target donors online though, then it's not going to be nearly as effective as having a gala... Online donors are different than the wealthy people / corporations this type of campaign should be aimed at. I'm not sure how they are using the tagline they created, I don't mind it at all, but it has to be aimed correctly.

  • Lisey
    Lisey Member Posts: 1,053
    edited October 2017

    Oh, and here is a campaign I was involved with for a charity. Using social media and the ability for everyday people to showcase their cause in a contest is a modern fresh way to spread attention and money to causes. : )


    https://www.crowdrise.com/shopforacause


  • Lisey
    Lisey Member Posts: 1,053
    edited October 2017

    Oh, and this just showed up on my facebook feed. Are you all going to bash her too for creating a Metsquerade Ball benefitting metavivor? As I say, having fun in the face of cancer with costumes and escape should not be considered an insult to the seriousness of the disease.

    https://www.facebook.com/nwamets/

  • nihahi
    nihahi Member Posts: 3,841
    edited October 2017

    Lisey...I think you have hit on the "center" of the controversy.

    Your latest posts have reverted to the "I'm doing so much good, how dare you complain that it offends you" stance.

    There just seems to be no meeting place between your view, and the views of others who don't share your opinion.

    I don't know what the resolution could be, but I just can't jump on the "let the rich people have their fun, and suck it up cause it's for your own good" train.

    There's a huge gap between the two views...have fun/be respectful...

    Just because you aren't offended, does that mean you can't respect the fact that others are? If someone finds humour in a joke about discrimination, does that mean that others are wrong to be offended?

    You see it one way and others see it differently.

  • Lisey
    Lisey Member Posts: 1,053
    edited October 2017

    I'm not saying "I'm doing so much good." I'm saying campaigns like this can be effective, and someone asked for suggestions - so I showed a campaign I worked on that was really popular. I'm not even sure how you are pulling offense into what I posted.

    1) I posted a link to a campaign that involves a contest and social media - since posters said rather than complain - how about offer suggestions. I'm in marketing and that was my suggestion.

    2) I posted a link to a women who hosts a METSquarade ball. Honestly, are you all offended by this? She's stage 4 and I think it's brilliant, and also effective. If BCO put this on would everyone be up in arms, but because the women who runs it has METs, well you're all ok with it?

  • Traveltext
    Traveltext Member Posts: 2,089
    edited October 2017


    Let's get back to the point here. Is it ethical for BCO to use Halloween for a campaign to highlight fear of breast cancer?


  • ShetlandPony
    ShetlandPony Member Posts: 4,924
    edited October 2017

    Setting aside the question of whether a charity ball is the best kind of fund raiser, I think it would be possible to host a fund raising ball that is effective without being so insensitive, insulting, dismissive, inappropriate, and misleading. Misleading. A BCO event should not perpetuate the wrong idea that breast cancer is no big deal and is actually kind of cute. Nobody should make light of breast cancer with cute slogans, all the trappings of a celebration, and connecting it with a children's holiday. It is wrong, both factually and ethically, to suggest one can take the fright out of breast cancer. It is not possible or realistic to take the fright out. The very suggestion shows a lack of understanding and feels dismissive or insulting to those who have fears about breast cancer -- which must be 99.9% of women and a good number of men, too. This slogan makes it look like BCO does not know much about breast cancer at all. Obtaining the needed funds in the wrong way will not ultimately support the goals, reputation, and success of BCO.

  • sbelizabeth
    sbelizabeth Member Posts: 2,889
    edited October 2017

    Traveltext--ethical? Well, it's probably not UNethical for BCO to link their fund-raising to Halloween.

    Is it smart, sensitive, wise, dignified, well thought-out? No.

  • kathindc
    kathindc Member Posts: 2,042
    edited October 2017

    To be simplistic about this, there is a right way and a wrong way to do this. In the case of an organization such as BCO, this is the wrong way.

  • Wildplaces
    Wildplaces Member Posts: 864
    edited October 2017

    Shetland - for me you said it all.

    Traveltext - again for me, funding a campaign which profoundly hurts, not just offends, the members you are proposing to represent must at least bring up the question of ethics.

    The message is wrong.


  • Beesie
    Beesie Member Posts: 12,240
    edited October 2017

    For various reasons, some of which are discussed in this thread, I have stepped away from this site. I don't read the board much anymore, but this thread caught my eye, and I have been following it.

    Lisey, I spent my career in marketing (I'm retired now). As I'm sure you will agree, there are good marketing campaigns, and then there's all the crap that's out there that gives marketers a bad reputation.

    I believe this campaign fits into the second category.

    .

    • "Stage 4 women are NOT the audience, wealthy donors/corporations are."

    • "The target is groups of healthy of people wanting to have a themed party and make it a cause to donate to."

    • "I think you guys are all overthinking this. Wealthy donors are the target."

    • "I'm not sure how they are using the tagline they created, I don't mind it at all, but it has to be aimed correctly."

    .

    The above quotes are all things that you have said, Lisey, explaining and justifying this atrocity of a promotion. But come on now, any marketer worth their salt knows that any promotion or event or advertising can have, and usually does have, more than one target market. The primary target of this campaign obviously is well-to-do healthy people who can be coerced into donating to BCO through participation in a fun event. But there is a secondary target too, as evidenced by the fact that BCO started this thread specifically to promote "Take The Fright Out of Breast Cancer" to the members of the discussion board and to engage us in elements of the campaign. So I believe that we are in fact a target market of this campaign. It also seems pretty clear that BCO was oblivious to the fact that this promotion would offend women and men with breast cancer - and that's astonishing to me.

    But maybe we are not a target for this campaign. Still, it doesn't take a rocket scientist, or a particularly good marketer, to know that if you run an organization whose mission is "to help women and their loved ones make sense of the complex medical and personal information about breast health and breast cancer" then the last thing in the world you should ever do is create a promotion that offends and alienates the very women and men you are tasked to serve, and that misinforms people about the disease you are tasked to explain. The tagline for this campaign might work effectively with well-to-do potential donors, but it's dishonest (seriously, are they suggesting that a disease that kills 20% - 30% of the people who get it isn't something to be feared?) and it angers women and men with breast cancer. That is simply unacceptable, whether these women and men are a target for this particular campaign or not.

    Looking at it more broadly, when you develop a marketing campaign, while you may be aiming to appeal to a particular segment of your market, you never want to put into the public domain a campaign that will upset and estrange other constituencies within your population base who may run across your campaign.

    It may very well be that this campaign meets BCO's fundraising goals. Should that happen, I suspect that BCO will consider it to be a success, despite the concerns voiced here. As a professional marketer, I would say that this campaign is an abysmal failure, regardless of the fundraising results. An organization whose goal is to provide "the most reliable, complete, and up-to-date information" about a devastating and deadly disease should never run a promotion that mocks the seriousness of the disease and enrages those who have the disease.

    To me, it's that simple and clear.


  • Traveltext
    Traveltext Member Posts: 2,089
    edited October 2017


    That really sums things up Beesie, thanks for your usual thoughtful analysis. It's really distressing that we're left hanging here to discuss this topic when there's almost unanimous agreement that the campaign was a serious misstep. Worse, it's so obvious management is stalling replying so that events can take place as planned.


  • HoneyBadger47
    HoneyBadger47 Member Posts: 98
    edited October 2017

    Agree, Beesie and Shetland summed up what was concerning to me very well.

  • nihahi
    nihahi Member Posts: 3,841
    edited October 2017

    Thanks, Beesie...you have eloquently written exactly what I think and feel about this entire issue. Not just this campaign, but the many others out there every year.

  • Outfield
    Outfield Member Posts: 1,109
    edited October 2017

    Thanks Beesie.

    Didn't Dove just pull an ad campaign? Perhaps BCO is just not "big" enough to know they've failed.

    I feel I've poured out everything I have in previous posts.

    I am scared I'll die of my cancer. What is most scary is not being dead, but missing my kids grow up, missing grandchildren, missing the future I always imagined. My stage III cancer was ER+ PR- HER2-. The mortality curve for ER+ cancer never levels off. Never, ever, ever. But I'm probably just hysterical: I'm only a frigging doctor, I've only seen cancer half a gazillion times, and it's not as if I've actually seen suffering. It's not as if I know what the future might hold for me. Cancer, it's not as if I know you. I wrote about ethics some pages ago. Perhaps I should be glad there are people so unfettered by frameworks of what is right and what is wrong that they can make some money off my fear. Best it not go to waste.



  • Anonymous
    Anonymous Member Posts: 1,376
    edited October 2017
    Moderators, I posted sometime back and after a while I followed some links in this thread. I don't know if those have changed, but there's no word that you've abandoned this diabolical campaign. I have a couple of things to say. I'm greatly saddened at the direction BCO is going in and the extended period it's taking for you to be done with this venture.

    1/ My first and foremost concern is this: promoting scary stuff, bats and devils horns, is an ethical and spiritual issue. I want to address what that means to me here. BCO is going to the dark side. Anyone who is a dedicated bible believing Christian, (as I am) knows that supporting ghoulish devilish practices is offensive and strictly forbidden. HELLoween is exactly that as your demonic pictures depict. (If it looks like a devil it is a devil) You say you respect all beliefs. This is not the case. There's a difference between letting people choose those beliefs and BCO pushing a dark practise which focuses on death, on its members as a whole, and worse, for promotion. Even some, who haven't stated any religious affiliations, still acknowledge the gory inappropriateness of using helloween. All I'll add right now is that this devilish practice is NOT innocent fun as some ignorantly portray. It's garbage in garbage out and if any kid comes to my door and tries this "trick or treat" on me, they'll get the biblical gospel in return.

    Finally, arguments are fruitless, but If anyone who calls themselves a REAL bible believing Christian wants to respectfully dispute what I've said - then PM me. I'll respond when I can.

    2/ Now, fear. Certain aspects of death for me hold no fear BUT until I die, the fact is I'm here and the fact is it's not just about me, I have loved ones to consider and our love is mutual. What posters' here have expressed about their fears and BC and the absolute upheaval this diabolical disease brings, is justified. When you have faced even a few of the numerous ongoing issues BC presents you could not possibly carry on with this demeaning reprehensible scheme. When you place more importance on money and use us as a means to end to get it in such an offensive way, I don't know how you can sleep at night.

    You cannot even count the numerous fears anyone of us will face, nor can you evaluate its cumulative effect or the intensity of it all. Even if there was a cure, you still live with the aftermath and consequences of tx for the rest of your life.

    Please do the right thing and stop this now. Don't wait till the end of this month.

    Lisey, just so you know. And anyone else who joins in to make light of others' suffering - people have every right to lay complaints when they see fit and NOT be labelled moaners. That difference has escaped you, going by your condescending tone as if we're all moaners and overthinking things. I don't appreciate that AT ALL. Let's see you trade places with someone worse off than yourself.

    Edited to put the right code in for bold
  • exbrnxgrl
    exbrnxgrl Member Posts: 12,424
    edited October 2017

    Musical,

    Although I don't share your views on Halloween, given that I am not a Christian, it did remind me that those who are orthodox practioners of my faith don't do Halloween either. Regardless, I can't get on board with the fear removal /Halloween connection. I love Halloween. It's fun, makes kids and many adults happy and involves candy. I love seeing the costumes on trick or treaters, including my grandchildren. All of our first and second grade teachers are going to be crayons this year (wearing tutus as well) . I will be the light blue crayon. And that's why the bc/Halloween tie strikes a discordant note with me.

    PS: Give the trick or treaters a break.They clearlycome from families that do not share your beliefs. Just turn off your porch light or send them to my house 😉.

  • Moderators
    Moderators Member Posts: 25,912
    edited October 2017

    Thank you ALL for your feedback. Our diverse team with many "survivors" are sincerely listening.

  • PoseyGirl
    PoseyGirl Member Posts: 359
    edited October 2017

    Shetland and Beesie (and others)... I'm in agreement. A successful marketing campaign is not measured upon income alone. Years ago, Nestle ran a "successful" marketing campaign, encouraging mothers of babes to use their formula. They did. Their milk dried up. They couldnt afford more formula. Children starved.

    For me, the fun angle is not the issue. By all means, promote a campaign that is fun! I take issue with the trite "take the fright out of cancer". It's unrealistic, inaccurate, and does not evolve the conversation about bc out there. All of us stakeholders in BC are stewards of the right information getting out there, especially organizations the size of BCO.

    I did offer some constructive thoughts on a line of thinking. An effective campaign a) is responsible to all parties involved, and offers a clear and educated message, b) is reflective of an organization's mandate, and c) is packaged in a manner that captures attention in a way that upholds a) and b).

    Will this campaign uproot the fun of Hallowe'en? Nah. Hallowe'en is pretty solid. But does the name of the initiative send out an erroneous message? Yes. I don't take issue with a party. But I do take issue with those assanine words

  • Wildplaces
    Wildplaces Member Posts: 864
    edited October 2017

    image


    Words fail me - but what conclusions and actions following those elaborate thinking processes have we to receive Mods?? 😊

    This is not a medium boo boo - it's pretty bad as a campaign for BC.

  • kathindc
    kathindc Member Posts: 2,042
    edited October 2017

    I guess we really won't know until next year if BCO truly listened to us. Their actions will speak louder than their words we are hearing now.

  • Traveltext
    Traveltext Member Posts: 2,089
    edited October 2017


    POSTS FROM MODS: SEPTEMBER !5 TO OCTOBER 22

    ••• September 15
    We thank you for your comments and feedback, and we truly appreciate how honest you've been with us.

    We chose to name the campaign Take the Fright Out of Breast Cancer, because we know that a breast cancer experience is filled with fear. Breastcancer.org's mission is to provide the information and support that helps people reduce and manage those fears. We know we cannot eliminate them. So instead, we are trying to help people find the courage, information, and support to deal with those fears. For those who have not been diagnosed with breast cancer, we are trying to help them manage any fears or anxieties that might stand in the way of them getting the benefits of what early detection can offer.

    October is Breast Cancer Awareness Month. Many people have different feelings about this time of year. Regardless of how we feel, this is an important fundraising and awareness opportunity, so that we can continue to be there for you.

    This campaign is currently being supported by many, including men and women personally affected by breast cancer.

    Although we may disagree on the approach, we hope that you recognize that we are all working toward the same goal.

    ••• September 16
    PoseyGirl, thank you for your thoughtful and well articulated post. We are taking it to heart and discussing. Also, thank you for your offer to donate. It is very appreciated.

    VLH, also really great suggestions. Thank you.

    LilacBlue- thank you! And we hope you receive that grant!

    BosumBlues, thank you for expressing that Breastcancer.org has been a lifeline for you. We understand that you too disagree about this campaign, but appreciate you sharing your thoughts.

    Sara536, we do understand your objections, and are very, very sorry to hear that the radiologist misdiagnosed your cancer.

    We sincerely appreciate all the time you are all putting in to helping us figure out different approaches, as well as your donations (of any amount)!

    ••• September 17
    HoneyBadger, and others, have brought up some good, concrete suggestions.

    We clearly hear that everyone here in the topic does not like this funding campaign.

    Because this campaign is far along, and was tested on a number of community members prior to launch, it is unrealistic, and not possible to completely get rid of it. Yes, we are having an event, and yes, we need to fundraise. We have a very large project underway to redesign the site to make it better for us all.

    That said, we'd like to hear constructive tweaks to the language, and are open to hearing your opinions on suggestions below. Please do try to help us here.

    What do others think?

    ••• September 18
    Badger, thank you for your donation! We sincerely appreciate it, and your feedback.

    While we understand how critical research is, and are huge advocates of organizations like The Breast Cancer Research Foundation (https://www.bcrf.org), for example, we need funds to support the creation of our medically-reviewed content and peer-to-peer support forums, all programs designed to help guide and support you along your paths from diagnosis, through treatments and beyond.

    marijen and Outfield, Breastcancer.org has started an ongoing project to redesign our entire site, step for step. Our goal is to bring together the community discussion forums and thousands of pages of medically-reviewed content into one seamless experience that helps you benefit from both the expert health content we create and the social support of your peers in the community. We are rebuilding our technology platform so we can offer each of you a more individual experience; helping to guide you wherever you are in your breast cancer experience.

    Why are we rebuilding?

    Our community discussion forums and our "main site" are very separate, and the flow between the two areas is awkward and under-utilized. Feedback from you has told us that we can do more to help you benefit from the content we create on our main site. We have also heard that those who rely on our content are not always aware that we have a vibrant online community for support. This needs to change. We know that accurate health information AND learning from peer experiences are necessary to making the best decisions for your care.

    We also know we can make the overall user experience better and plan to start adding many of the features you've been requesting over time. The new Breastcancer.org will have a more up-to-date feel to it, making it easier for you to find what you need when you need it.

    nihahi, We had posted an ask in the Announcements and in Moderator messages (see below) to ask for help. We sent all the materials to 13 members who had responded. As for "Baubles for Boobs", that was funding campaign started by a user and supporter of Breastcancer.org. We helped to advertise the campaign. It was not a Breastcancer.org named or led campaign.That said, we were very grateful to their efforts, and support.

    (This was our post for feedback: Announcements: Breastcancer.org is launching a new fundraising and awareness campaign this fall and we would like your feedback. If you would like to participate, please PM us your email address! We will then email it to you this Friday. Thank you!)

    ••• September 18
    Tara17, you are so correct that it is you, all of our members here, who have made this community what it is, through sharing your experiences, and tremendous support of one another. It is truly an amazing place that has helped a great number of people! We mods and the BCO team are here to make sure the platform remains updated and maintained, the technology works, our editorial content is medically accurate and up-to-date and to help guide our members to areas of our site that may be helpful. For some, the expert, and up-to-date content our editors and professional advisors create on our site is very helpful. For some, the discussion forums are where they find the most value. And many find get support in both. Therefore we will continue to grow both our expert-vetted content, and our support community, and work toward integrating these areas to allow for one seamless experience. This will be accomplished over the next years by updating and redesigning our platform, which is complex, time-consuming, and costly. For this we are raising funds.

    We have not intentionally guilted anyone for not having donated. The fact is that few community members donate, and this we have shared, via private message to a few members who have commented here. Selecting if and where you donate is an extremely individual decision. For those who have chosen Breastcancer.org as their organization of choice to make a donation, we are greatly appreciative, and hope that you will continue to benefit from the information and support we provide.

    This campaign is an organizational (BCO) fundraiser, not moderator-only driven. We are here to facilitate the conversation.

    ••• September 23
    We've heard your concerns, and are making changes to address many of the points you've raised in this thread. Our intention has been to address fear as one of the many barriers that may keep people from getting the best care possible. We have changed our About page, and our flipper banners. The initial post in this thread is now the new language in the About section of the campaign. More changes will be coming in the next weeks. We will be inviting community members to join us for some live discussions on how we can make our efforts better in the future. We'll try to reach out to some of you individually but if you don't hear from us and are interested in talking to us, please let us know. Thank you as always for you honest feedback.

    ••• October 3
    Apologies, we should have posted this earlier.

    The concept of fear as one of the many barriers that may keep people from getting the best care possible is based on some of these sources:

    BCO then lists sources.

    Wildplaces, thanks for the suggestions. Bringing it back to the team!

    ••• October 8
    We actually care very much. We will be reevaluating this campaign. You're opinions are extremely important to us. We never intended to have this much upset.

    ••• October 8
    On another note, Wildplaces, you bring up many good ideas above. We do have a huge amount of content that covers many of you suggestions (www.breastcancer.org). Because our community is so separate from our editorial content, much of the is content is never seen. Also, our editorial content area is indeed so full, that it is difficult to find what you need without our Search box. We are working to make it easier to find what you need (improve the navigation). Also, we keep a running list of topics to cover, so appreciate everyone's suggestions.

    ••• October 11
    Yes, we are listening, as is our entire org. You have clearly stated your points, and we have heard. We understand what you are saying, and how you feel.

    ••• October 18
    So much here to continue to process - and we're doing it! And as always, we thank you for your honest, heart-felt feedback. Like we mentioned last week, we are indeed reevaluating this campaign, with all of your concerns.

    Thank you.

    ••• October 22
    Thank you ALL for your feedback. Our diverse team with many "survivors" are sincerely listening.


  • Cowgirl13
    Cowgirl13 Member Posts: 1,936
    edited October 2017

    Beesie, I completely agree with you.

    "Take the Fright Out of Breast"-- how could you take the fright out of a young mother who looking at never seeing her children grow, never seeing her children get married and never be able to spend time with her grandchildren.

  • Traveltext
    Traveltext Member Posts: 2,089
    edited October 2017


    Well, if you can't beat 'em, join 'em. I'm now getting excited about BCoween. Who cares about the kids. Thanks BCO.


    image


  • Spookiesmom
    Spookiesmom Member Posts: 9,568
    edited November 2017

    In 2 hours it will be November and this mess will be over for a year.

    Be interesting to see if they post the “results “.

  • MelissaDallas
    MelissaDallas Member Posts: 7,268
    edited November 2017

    And I gave pink breast cancer nary a thought all day

  • marijen
    marijen Member Posts: 3,731
    edited November 2017

    MDLucky you, I worried it had traveled to my neck or thyroid in the morning. But then I forgot about Pink BC too.

  • MelissaDallas
    MelissaDallas Member Posts: 7,268
    edited November 2017

    marijen, I was referring to not thinking of the BCO stupid pink October "take the fright out" Halloween campaign.

  • Moderators
    Moderators Member Posts: 25,912
    edited November 2017
    Dear Community members,

    I have been following the concerns raised in our Discussion Forums along with our team of moderators. I hear your concerns and appreciate your ideas for how we can do better in the future. To be sure we have an open line of communication, I want to invite any community member that wants to participate to join me for a live discussion on Wednesday, November 8th at 12pm EST. We'll cover topics that have raised recent concern including our fundraising campaign and upcoming improvements to our website. We'd also like to hear from you on topics that you feel are important to discuss. Please share your thoughts with the moderators at community@breastcancer.org.

    Please send us your email address (via PM) and we will send you an invite to a Zoom meeting with instructions on how to join.

    I believe this open discussion an important step as we continue to build trust and grow Breastcancer.org. I look forward to connecting directly with you.

    All the best,
    Hope
    CEO, Breastcancer.org


    Note: For privacy, there is no need to use the video that is often used with Zoom. Each person can turn that off individually.

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