The XX Factor

Sex Sells. Does It Raise Awareness?

CNN’s morning show did a segment on this new breast-cancer PSA that’s making the rounds on and YouTube.

What does everyone think? In the ages-old battle over whether such material is degrading or empowering, I usually come down on the side of I-am-woman-hear-me-roar. (I am also incredibly slow to take offense.) So, I say kudos to Aliya Jasmine Sovani of MTV News Canada, who came up with the idea, wrote the commercial, and stripped down to her bikini for the spot after her cousin was diagnosed with breast cancer. If boobs are good enough to sell beer and magazines and everything else, why not to raise breast-cancer awareness?

If I have any quibble, actually, it’s that I wish there were a way to sex up similar awareness for heart disease, which-as you might not know based on all the attention given to breast cancer-is still the No. 1 killer of women .