Un slogan pour l’Octobre Rose qui ne passe pas
Pour beaucoup, le mois d’Octobre c’est un mois qui rime avec l’arrivée de l’automne, et Halloween, mais pas que ! Octobre c’est aussi l’arrivée d’Octobre Rose, une action de sensibilisation conduite par la ligue contre le cancer.
La Ligue contre le Cancer, une association historique
La ligue contre le cancer c’est quoi ? Créée en 1918, la Ligue contre le cancer est une association reposant sur la générosité du public et sur l’engagement de ses bénévoles et salariés. Une fédération composée de 103 comités départementaux présents sur tout le territoire national. La ligue contre le cancer à suscité déjà un bon nombre d’avancées importantes dans le traitement et la qualité de vie des personnes atteintes du cancer. À travers de différentes actions, la ligue contre le cancer informe, sensibilise et prévient le public afin de lutter contre le cancer. Pour améliorer la qualité de vie des personnes atteintes du cancer, mais également leur entourage, mais aussi pour changer les mentalités des personnes face au cancer.
Dans ce sens, la ligue contre le cancer agit contre le cancer du sein, à travers des actions de sensibilisation comme l’Octobre Rose. Avec cette campagne de communication, le but est d’inciter au dépistage, de sensibiliser à la maladie et encourager la collecte de fonds pour soutenir la recherche.
Pourquoi l’Octobre Rose ? En effet, moins de 1 % de tous les cancers du sein affectent les hommes, c’est pour cela que cette campagne à pour but de mobiliser et sensibiliser les femmes à se faire dépister.
Tout au long du mois d’Octobre, on retrouve une multitude d’actions dirigées par la Ligue contre le Cancer pour toucher un grand public de façon pertinente et mémorable. Forums, stand d’informations, échanges, table rondes… Toutes les actions sont bonnes pour conduire ce message à fort impact.
Une campagne problématique
Cependant, pour l’Octobre Rose 2021, certains visuels de la campagne de communication à ce sujet à été critiqué pour son ton et son message qui était jugé sexiste.
Nous y retrouvons des slogans comme :
« Avec ma collègue, je préfère parler de dépistage contre le cancer du sein plutôt que de son salaire. »
« Avec ma voisine, je préfère parler de dépistage contre le cancer du sein plutôt que de l’éducation de son fils. »
« Avec ma meilleure amie, je préfère parler de dépistage contre le cancer du sein plutôt que du mariage de son ex. »
Le but de ces slogans était communiquer sur le tabou qui pourrait entourer le dépistage du cancer du sein, tout en mettant en parallèle un autre tabou (Égalité des salaires, charge mentale de la parentalité, les relations toxiques etc…).
Des sujets qui ont suscité un bon nombre de réactions des internautes. En effet, beaucoup d’internautes ont estimé maladroit de mettre en opposition un sujet de santé public face à un sujet d’égalité de genre.
« C’est quoi ce slogan tout pourri ? »
« « – franchement c’est abusé l’écart entre nos salaires juste parce que je suis une femme – … hum… en parlant de femme, t’en es où de ton dépistage du cancer du sein ? »
Sérieux la Ligue contre le Cancer virez le gars (car je gage que c’est un gars) qui vous a pondu cette campagne ! »
« Je découvre les affiches de la ligue contre le cancer, j’ai failli vomir. Oui ce sont des vraies, je suis allé sur le site web pour vérifier. Est-ce qu’on est vraiment obligé de cracher sur les préoccupations des autres pour avancer les siennes ? C’est détestable. »
« Ma meilleure amie veut parler du mariage de son ex? Je l’écoute, les amies c’est pour ça. Elle ne veut pas en parler? On n’en parle pas. L’une de nous veut parler dépistage du cancer du sein? On en parle. Simple, basique. »
« On est fatigué.e.s »
Le consensus est clair : C’est un slogan pour l’Octobre Rose qui ne passe pas. Cependant, la Ligue contre le Cancer ne se démonte pas et fait preuve d’écoute de son public. Quelques heures seulement après la publication des visuels, la Ligue contre le Cancer publie un communiqué sur le réseau social Twitter.
« [#Annonce] Un des visuels utilisés dans la campagne #OctobreRose2021 lancée hier par la Ligue contre le cancer a suscité incompréhension et énervement chez de nombreuses personnes. Nous avons retiré l’image problématique et vous présentons nos excuses pour cette maladresse. »
Pour beaucoup, cette affaire reste symptomatique d’une société et d’une image minimisée de la condition de la femme et sa place dans la société. Avec des questions qui s’élèvent sur des faits de « PinkWashing », beaucoup de critiques se font sur l’action d’Octobre Rose dans sa totalité.
Quoi qu’il en soit, cela n’enlève en rien l’importante cause qui est la lutte contre le cancer du sein et la sensibilisation de milliers des femmes contre la maladie. Ainsi, faites preuve de générosité, et faites un don sur la plateforme de la Ligue contre le Cancer, ici !
Et vous, qu’en pensez-vous ? Ecrivez votre avis en commentaire !
Cet article « Un slogan pour l’Octobre Rose qui ne passe pas » vous a plu ? Découvrez les autres articles qui retournent le marketing et qui vous font découvrir l’actualité Marketing par ici !
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