Save the Ta-Tas

The slogan “Save the Ta-Tas” has put a lighthearted spin on breast cancer awareness, and experts say Americans’ admiration for breasts makes the campaign succeed.

Clothing designer Julia Fikse created the Save the Ta-Tas brand in 2004, donating 5 percent of all sales to breast cancer research. So far, the brand has raised $820,000 to help find a cure.

After the success of the Save the Ta-Tas brand, Fikse started the Save the Ta-Tas Foundation, a private nonprofit organization, four years later to fund independent breakthrough cancer research.

Heidi Chomatil, director of marketing for the Save the Ta-Tas Foundation, said Fikse’s slogan was created to raise money for cancer research.

Chomatil said the brand is designed to “put a smile on someone’s face who’s facing something that’s not so fun.”

This year, Save the Ta-Tas is working diligently to raise $1 million for the 1 Million Ta-Tas campaign.

“When I first saw [the slogan], I thought, ‘Genius,’” said Michael Pontikos, a marketing instructor at Youngstown State University.

Pontikos said he believes Fikse got everything right.

“I think when you put the connotation and the color of the pink and the breast cancer awareness, it causes and raises attention,” Pontikos said.

However, Pontikos said the longevity and clarity of the slogan might not be as successful if it were not paired with the common breast cancer symbols.

“Since they have the branding and the purpose and the meaning behind it and what it’s for, I think that helps it keep going,” Pontikos said.

Ponitkos also said the visibility of breasts plays a role in the development of the slogan.

“It’s almost like a maternal instinct, too, with breastfeeding and things like that,” Pontikos said. “It’s visible; we know what it is. It’s that nurturing-type thing.”

Michael Clayton, an assistant professor of psychology at YSU, explained that breast infatuation is associated with the U.S.

“American culture has a fascination with boobs,” Clayton said. “Cultures have all different fetishes of body parts; other countries like butts or legs.”

There are multiple theories as to why breasts are so popular in the U.S., Clayton said. The first theory has to do with pair bonding, which suggests that the breasts make two people closer.

“We’re the only primates that have sex facing each other,” Clayton said. “[Human] males and females are the only ones with pronounced breasts.”

The second theory has to do with the shape of the breasts.

“Men like cleavage because it reminds them of the butt,” Clayton said.

Although both of these theories have to do with sex and trying to appeal to the male, Clayton said he thinks women like boobs almost more than men do.

“Sometimes I think women are focused more on each others’ boobs than men because everyone is so competitive,” Clayton said. “In our culture, we are taught that boobs are very valuable.”