[ View the story "Skirting around cervical cancer?" on Storify] Skirting around cervical cancer? Singapore's cervical awareness campaign raises a few eyebrows.
The Stream· Wed, May 08 2013 10:55:11
shared another ad he came across in Singapore with model Linda Black.
Wwhat! #cancer awareness posters allover Singapore. #sexist ? #creative ?ramkrshna
@jiahuisiau Seen them for about a week now. Cheeky - hope not too many people take offence!無名の歌手
On blogs, several debated whether the ad was clever or sexist.
It's a failure of an ad because it's ironic. Lifting your skirt to most people would have sexual connotations..singaporeseen.stomp.com.sg
And just evaluating the ad from an effectiveness angle - the target audience would be older women who are more susceptible to the disease. Is a tagline about lifting one's skirt, punning on the sex act, going to resonate with middle-aged aunties??singaporeseen.stomp.com.sg
I think it's effective. Gets people talking about it. And eventually they'll get the message. It's not tasteless per saystraitstimes.com
Perhaps a more conservative tagline would be more suitable for Singapore.singaporeseen.stomp.com.sg
One article pointed out some women thought the campaign was a movie or fashion advertisement, at which @Oli_Pettigrew took a jab:
It seems 60 out of 80 polled by @STcom mistook cancer ad for fashion ad. In other news, Singapore illiteracy skyrockets...Oli Pettigrew
Blogger Wesley Gunther
Sorry but isn’t the purpose of advertising to get people talking? And what is so wrong about the message?breakfastnetwork.sg
Linda Black's response to the criticism was posted on the Singapore Cancer Society
“I love the tagline ‘Lift Your Skirt. Save Your Life.” It has one of those taboo, very fun, whimsical kind of a feel to it. We’re not making light of it but it’s a simple idea that can save so many lives...It’s a very fun girly way to reach out to our fellow sisters or mothers or aunts, and just really encourage them to be aware.”facebook.com
Below is a behind-the-scenes video of campaign model Siau Jiahui, doing a photo shoot and discussing the campaign.
Siau Jiahui Final SCSmagnumpictures100