Dear BMS:
I recently saw a commercial for your company in which Lynn Redgrave, who was diagnosed with breast cancer in 2002, stated that she "refuses to die of breast cancer." How lovely for her, and what an utter crock of shit.
The fact is, Ms. Redgrave's "refusal" has nothing to do with her survival. She is simply lucky. Lucky to have gotten breast cancer in the 21st century rather than fifty or a hundred years ago. Lucky that she is white. Lucky that she is wealthy. Lucky to have the knowledge and wherewithal to seek treatment. Above all, Ms. Redgrave is lucky that her cancer was treatable.
But your ad doesn't say any of that, does it? Your ad suggests--hell, out-and-out states--that she survived because she refused to die of breast cancer. Which is to say surviving breast cancer is a matter of moral fortitude, and if you want it enough, you will live through breast cancer. Ipso facto, those who die of breast cancer die because they are weak, because they didn't fight hard enough.
Your ad is deeply offensive to anyone who has lost someone to breast cancer. My mom didn't die because she was weak. My mom didn't die because she failed to take care of herself. She found the cancer early, she treated it aggressively, and she did everything she could to live. And she died anyway. It wasn't because she wasn't a fighter. It wasn't because she didn't go around saying "I refuse to die of breast cancer." She died because she had the horrible bad luck to have a form of the disease that is very difficult to treat.
In short, BMS, fuck you, your ad, your ad agency, and the horse you all rode in on.
With all sincerity,
Kirsten Small
P.S. to Ms. Redgrave: I am really, truly pleased that you survived, and I mean you no ill will. But next time you do an ad, you might consider really thinking about what they are asking you to say.