Last week, Marks & Spencer launched its powerful #ShowYourStrap campaign just in time for Breast Cancer Awareness Month.
It urged women to take selfies showing their bra straps and share them online, nominating others to do the same, along with donating £3 to Breast Cancer Now via text.
Alongside the campaign, the retailer introduced an exclusive sleepwear and lingerie collection designed by Rosie Huntington-Whiteley, with 10% of each sale donated to Breast Cancer Now.
The 19-piece line included a post-surgery bra with specially developed features for women who have undergone surgery.
Hundreds of people shared their selfies, including a host of celebrities like Maisie Williams and Alesha Dixon.
Yet a new campaign emerged at the weekend as a response to it.
This one, created by a group of breast cancer survivors, urged users to #ShowYourScar, claiming it was their way of showing the real side of breast cancer, where M&S was 'sexualising' the disease.
Many have since jumped on this hashtag, with one user saying, '#breastcancer isn't pink & fluffy, it's being chopped up, poisoned, burnt & possibly dying. here's my mini #showyourscar.'
There seems to be a bit of a battle going on between users backing each campaign, yet another opinion is being voiced on Twitter, and we wonder if it's perhaps a bit more to the point.
It's the simple idea that it doesn't matter what the campaign's name is or what you need to do to show your support, but that it raises awareness of breast cancer.
What do you think? Tweet us @GHmagazine
