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I Like It On The...


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It begins with a piece of chain mail and results in a news feed full of confusing and provocative statuses.

Every year, a new campaign is launched to spread awareness of breast cancer. You may cast a thought to the 5k Race for Lifes that happen every summer, or the Girls' Night In - both of which raise money as well as bringing the issue into the public’s consciousness.

The 'I Like It On...' viral Facebook campaign however, bears no vital information for people to consider, or raises any money at all to support the cause. To be honest, it doesn’t even appear to be a campaign. Yet it crops up every year for women throughout the UK take part in it, in an attempt to make it into the news. The question is, why?

It begins with a piece of chain mail that is sent into the message box on women’s Facebook profiles, in order to keep it secret from their male friends and family. The message this year insists that it is to "prove how powerful women really are."

How updating your Facebook status to tell your friends where you 'like it' (crypitically where you like to put your handbag as soon as you get home, rather than anything else), shows the power of women, however, remains unclear.

Should you choose to ignore it, you should remember that it hit the newsdesks of broadcasters everywhere last year. Don’t worry; I didn’t see it in the headlines either. It was, apparently, a very successful campaign because men were confused.

It might all sounds like ‘a little bit of fun’ and a good cause that takes just seconds of your time, but it completely misses the point of Breast Cancer Awareness Month. The statuses being posted are overly sexual, making the ordeal of reading your Facebook news feed awkward and embarrassing whilst simultaneously attracting the wrong kind of attention to the cause.

There is no big reveal at the end to explain it all and is entirely dependent on getting people to talk about breast cancer afterwards, which it probably won’t. The result: a series of statuses appearing on news feeds nationwide that make no sense to anyone other than the women who actually got the memo.

Ladies, excluding and confusing men isn’t the answer. They get breast cancer too! If you want to raise awareness, what’s wrong with sticking to something traditional, which will actually do some good? Run the Race for Life, hold the coffee morning or have a night in with the girls. It is a lot more fun, and being proactive together is a lot more empowering than posting a suggestive Facebook status. 

October is Breast Cancer Awareness Month. Find out more here.

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