We all are afraid of the big ‘C’ – CANCER. Maybe because we have no understanding of the disease’s emotional, physical and financial impact, even when we have been close to the persons fighting it. We may think we know it, but we will never really know the turmoil that a person and near ones go through during the treatment and the changes that happen, which are not restricted to physical appearance and mental framework – but how they now see and approach life, what they want and how their desires have remoulded, and how their expectations with life have changed. It is not difficult to imagine that these changes could affect the person differently based on the gender of the person. The truth is that it impacts differently, which is the basis of GirlVsCancer.
GIRLvsCANCER
GIRLvsCANCER is a non-profit organisation. It has been at the forefront as a guidance resource centre dealing with Cancer diagnosis and the treatment journey. It has been vocal about the changes that female patients experience during treatment.
GirlVsCancer designed a post-surgical lingerie collection. So the woman can continue to feel sexy, flattering, comfortable and, most importantly, empowering. The post-surgical collection aims to make the cancer fighter or survivor more confident and sensual in their own skin. The GirlVsCancer website is detailed and focused on its objective. It has an excellent FAQS section, answering the various doubts and questions for family and friends.
The website explains their action and aim. “We are GIRLvsCANCER. A space to amplify all cancer experiences. Whether woman, femme, they/them. We are by the community, for the community. And we’re here to blow up the cancer landscape by collaborating to crush the stigma, stop isolation and bring about essential change”.
Post-Cancer Female Sexuality Campaign
Recently, their communication targeted and focused on the change in Sexual Urge and desire a woman may experience because of Cancer. It is a provocative campaign, and viewer discretion is needed. It takes on two of the Taboo subjects in the same stride. The Cancer and the female sexuality.
Reality
Half of women will get Cancer. And of women who get Cancer, less than a third are given any information about how a diagnosis will affect their sex life. But getting a diagnosis doesn’t mean you have to stop enjoying sex, intimacy, getting it on, getting off and finding pleasure in your body, whatever works for you. (This one is straight from GirlVsCancer, and the data references are not Indian- where the figure may get further down.)
One research says that 60% of the women after cancer treatment find/experience some form of sexual dysfunction. A subject that is most likely not discussed with the patients or by the patient.
The Communication.
GIRLvsCANCER founder Lauren Mahon is very straight to the point when she says, ‘If you know, you know- it is going to resonate with you’. That is the truth. It is distant and unrealistic when you don’t know about it, and it is very different when you experience it when you have skin in the game.
One of the communication talks about breast cancer and radiotherapy. Where the woman struggles with egg freezing and hormone blockers. And yes, sex is her mind, and she climaxes. Watch the three ads below.
NETNET
People may have a polarised reaction to the campaign. It is meant to be that way. GirlVsCancer wants it to be noticed and discussed and, in the process, expects the viewer to discuss the subject. The approach is risky, but I don’t think it could have been handled in a milder way. The current campaign of GirlVsCancer is naturally female-centric. Still, one would presume that male also undergoes some changes, including changes in sexuality. Hope someday someone addresses it. #SmashTheStigma #SexAndcancer #GirlVsCancer
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