Listen, we’re all for raising awareness of breast cancer and rallying support for breast cancer patients, but it gets kinda weird when sexual innuendo is thrown in the mix for this deadly affliction.
Once again, we have to repeat — the mobile e-hailing app is doing a mighty noble job in pushing a breast cancer awareness campaign through their multiple platforms. It’s just feels a tad uncomfortable when fratboy-esque slogans like ‘Love Lady Lumps?’ and ‘Love Boobs?’ are plastered on emails, t-shirts and cars.
The kicker of course has to be their hashtag #GrabitBeatit — a double entendre for sure which may or may not refer to a perfectly healthy activity practiced upon another organ of masculine variety.
Yes, yes, we get it. It’s all part of the campaign’s intentions to grab as much attention and publicity as they can, and you gotta admit it kinda worked. Online chatter and reaction to #GrabitBeatit has been pretty mixed; some are horrified, some are amused, some are lauding the company for their creativity. Say what you will about the ethics of marketing, but GrabTaxi did get tongues wagging about breast cancer.
Good on you GrabTaxi, for committing significant resources to Breast Cancer Awareness Month, but maybe dial it back a little? Valeri Inting of Tech in Asia put it best when she received the push notification by GrabTaxi this morning.
You can find how take part in GrabTaxi’s breast campaign awareness campaign on their website here.
Photos: GrabTaxi Facebook page; @Grabtaxi via Twitter; Valeri Inting Facebook page
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