October is more than just the month of Halloween. It’s also Breast Cancer Awareness Month.

You can go to many stores and browse for products such as pink spatulas, candles, water bottles, clothing and a variety of other items.

However, are some of the campaigns promoting breast cancer awareness really focusing on the survivors and their battles? What if I were to say that breast cancer is being sexualized?

It sounds outrageous, but when you look at some of the merchandise being sold to promote awareness it doesn’t seem as ridiculous as you would think.

The Third Wave is a student organization on campus that talks about feminist issues that are relevant in today’s society. At the meeting, we discussed breast cancer awareness and shirt slogans for a campaign I didn’t even know existed.

Rue 21 is a clothing store in Grand Forks that is selling shirts and socks to raise awareness. However, their main slogan is “save second base” and “don’t let cancer steal second base.” I have multiple issues with this slogan because it has an underlying meaning and draws attention to mostly male customers. It is a good marketing strategy, but for the wrong reasons.

Why does this campaign focus on the sexual appeal of breasts and how some men benefit from them rather than the survivor’s trauma? Why do we hear so much about saving breasts when the women’s lives and health are much more important?

We tend to forget about the survivors who dealt with cancer and instead focus on selling products that are based on how breasts are sexualized. What if that woman can’t save her tatas or “second base?” Some women get mastectomies or double mastectomies because the cancer spreads and they have no other option.

Removing the breasts can save a woman’s life, so why don’t we focus on her life instead of the survival of her breasts? As the niece of a breast cancer victim, it is hard to see these shirts being sold because the people who can’t share their survivor stories are more than just second base; they are mothers, daughters, nieces, cousins, best friends and human beings.

Focus on them and not how their breasts are sadly lost eye candy. I’m sure the people buying these shirts are not thinking about some of these things. Buying something pink makes you feel like you’re helping a cause, but in reality some of these slogans are damaging.

Some people may disagree with not buying these shirts because they believe they are supporting a cause by purchasing them. However, if you are thinking about buying one, I would strongly encourage that you use that twenty dollars and donate to an organization that actually uses the money for cancer research and helps fighters and survivors feel validated.

Becca Devine is a staff writer for The Dakota Student. She can be reached at [email protected]