“SEND NUDES” posters can be seen in Williamsburg and areas of lower Manhattan. But the meaning is different than what you might think.
The campaign launched as breast cancer more commonly affects younger women.
Breast cancer rates are rising twice as fast among women under 50 as among women over 50, and 85 percent of women diagnosed have no family history of breast cancer, according to the Yard organization.
During Breast Cancer Awareness Month, Yard NYC asks women to self-monitor for changes in size, shape or texture to their body, taking photos of themselves every six months.
“We know every line on our face, every gray hair on our heads, every squish on our bellies,” said Ruth Bernstein, Yard NYC CEO. What if, she asks, we turn that familiar language into better understanding of our own bodies?
According to a press release, 62 percent of women said they were not confident they would notice changes in their breasts. Many women view breast cancer awareness and monitoring as a problem for when they are older, despite the spike in diagnoses for younger populations.
“Breast cancer awareness has a long history of telling women what to worry about," said Caroline Seklir, head of strategy at Yard NYC. “We wanted to give them something to actually do. And to reach a younger generation in a language that feels relevant to them, not like another health warning.”
The campaign signs will be seen throughout NYC, with QR codes visible in busy intersections, including North 7th Street and Bedford Avenue in Williamsburg.
Yard NYC is also launching limited-edition stickers and merch. The campaign will remain live through the end of October.
