how many would do that ah?
Go braless, it may save your life, women told
And would you believe it, the advice is being put out by lingerie firm
Janice Lee
[email protected]
A CURIOUS, anti-brassiere advertising campaign begins today. Printed against a light blue background, the print advertisement has no pictures and tells readers to "stop wearing bras".
.
The striking caption is accompanied by research findings about how wearing bras can cause cancer.
.
The irony of this campaign is that it has been started by the most unexpected of advertisers: local underwear chain Ero Lingerie, known for its own special line of thermal-regulating and moisture-managing bras.
.
Mr P N Balji, Bang Public Relations director and National Kidney Foundation communications consultant, said he was "utterly mystified and baffled" by the bra-zen campaign.
.
The former chief executive officer of this newspaper also said he sensed "reverse psychology" in play.
.
But when Today contacted the homegrown label, this reporter was told otherwise.
.
Ero Lingerie managing director Y C Lee said that the sole intention is to create public awareness about the findings.
.
"We're trying to be a more responsible brand," he said, adding his urge to educate women came after stumbling across medical anthropologist Sydney Ross Singer's book, Dressed To Kill.
.
Singer argues that constriction caused by bras prevent the proper drainage of the lymphatic system (responsible for removing toxins from the body) in the breast, which leads to a build up of toxins and then triggers the formation of cancerous cells in the breast.
.
But wouldn't telling women not to wear bras hurt Ero's business? "To a certain extent, yes, we are shooting ourselves in the foot for getting this message out," Mr Lee admitted.
.
Not surprisingly, Mr Lee's ostensibly selfless move has raised eyebrows.
.
Mr Pilani Pillai, managing director of Crush advertising agency, could see the long-term benefit in the seemingly altruistic campaign.
.
Mr Pillai, who was named Advertising Professional of the Year at the 2003 Singapore Advertising Hall of Fame Awards, also pointed out that the controversial advertising strategy is not new.
.
Cigarette and alcohol companies have highlighted health warnings in their advertisements to win consumer support.
.
"The advertiser does not for one second think that by putting out the message, women will discard their bras," said Mr Pillai. "There is a window of opportunity to get exposure for the brand. So, the next time a consumer wants to buy a bra, they'll go for that particular brand," he added. And would you believe it, the advice is being put out by lingerie firm
Janice Lee
[email protected]
A CURIOUS, anti-brassiere advertising campaign begins today. Printed against a light blue background, the print advertisement has no pictures and tells readers to "stop wearing bras".
.
The striking caption is accompanied by research findings about how wearing bras can cause cancer.
.
The irony of this campaign is that it has been started by the most unexpected of advertisers: local underwear chain Ero Lingerie, known for its own special line of thermal-regulating and moisture-managing bras.
.
Mr P N Balji, Bang Public Relations director and National Kidney Foundation communications consultant, said he was "utterly mystified and baffled" by the bra-zen campaign.
.
The former chief executive officer of this newspaper also said he sensed "reverse psychology" in play.
.
But when Today contacted the homegrown label, this reporter was told otherwise.
.
Ero Lingerie managing director Y C Lee said that the sole intention is to create public awareness about the findings.
.
"We're trying to be a more responsible brand," he said, adding his urge to educate women came after stumbling across medical anthropologist Sydney Ross Singer's book, Dressed To Kill.
.
Singer argues that constriction caused by bras prevent the proper drainage of the lymphatic system (responsible for removing toxins from the body) in the breast, which leads to a build up of toxins and then triggers the formation of cancerous cells in the breast.
.
But wouldn't telling women not to wear bras hurt Ero's business? "To a certain extent, yes, we are shooting ourselves in the foot for getting this message out," Mr Lee admitted.
.
Not surprisingly, Mr Lee's ostensibly selfless move has raised eyebrows.
.
Mr Pilani Pillai, managing director of Crush advertising agency, could see the long-term benefit in the seemingly altruistic campaign.
.
Mr Pillai, who was named Advertising Professional of the Year at the 2003 Singapore Advertising Hall of Fame Awards, also pointed out that the controversial advertising strategy is not new.
.
Cigarette and alcohol companies have highlighted health warnings in their advertisements to win consumer support.
.
"The advertiser does not for one second think that by putting out the message, women will discard their bras," said Mr Pillai. "There is a window of opportunity to get exposure for the brand. So, the next time a consumer wants to buy a bra, they'll go for that particular brand," he added. And would you believe it, the advice is being put out by lingerie firm
Janice Lee
[email protected]
A CURIOUS, anti-brassiere advertising campaign begins today. Printed against a light blue background, the print advertisement has no pictures and tells readers to "stop wearing bras".
.
The striking caption is accompanied by research findings about how wearing bras can cause cancer.
.
The irony of this campaign is that it has been started by the most unexpected of advertisers: local underwear chain Ero Lingerie, known for its own special line of thermal-regulating and moisture-managing bras.
.
Mr P N Balji, Bang Public Relations director and National Kidney Foundation communications consultant, said he was "utterly mystified and baffled" by the bra-zen campaign.
.
The former chief executive officer of this newspaper also said he sensed "reverse psychology" in play.
.
But when Today contacted the homegrown label, this reporter was told otherwise.
.
Ero Lingerie managing director Y C Lee said that the sole intention is to create public awareness about the findings.
.
"We're trying to be a more responsible brand," he said, adding his urge to educate women came after stumbling across medical anthropologist Sydney Ross Singer's book, Dressed To Kill.
.
Singer argues that constriction caused by bras prevent the proper drainage of the lymphatic system (responsible for removing toxins from the body) in the breast, which leads to a build up of toxins and then triggers the formation of cancerous cells in the breast.
.
But wouldn't telling women not to wear bras hurt Ero's business? "To a certain extent, yes, we are shooting ourselves in the foot for getting this message out," Mr Lee admitted.
.
Not surprisingly, Mr Lee's ostensibly selfless move has raised eyebrows.
.
Mr Pilani Pillai, managing director of Crush advertising agency, could see the long-term benefit in the seemingly altruistic campaign.
.
Mr Pillai, who was named Advertising Professional of the Year at the 2003 Singapore Advertising Hall of Fame Awards, also pointed out that the controversial advertising strategy is not new.
.
Cigarette and alcohol companies have highlighted health warnings in their advertisements to win consumer support.
.
"The advertiser does not for one second think that by putting out the message, women will discard their bras," said Mr Pillai. "There is a window of opportunity to get exposure for the brand. So, the next time a consumer wants to buy a bra, they'll go for that particular brand," he added.
