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Marks & Spencer Under Fire for Insensitive #ShowYourStrap Campaign

Who doesn’t love taking a selfie? And all the more so when it’s for a good charitable cause. So British department store Marks & Spencer has to be on to a winner with its #ShowYourStrap social campaign, right? Not so fast.

In honor of Breast Cancer Awareness month, the retailer has teamed up with charity Cancer Now, asking women to show their bra straps as part of an initiative to raise £13 million over the course of five years to support breast cancer research.

Despite the support from popular icons such as model Rosie Huntingdon Whitely and Game of Thrones actress Maisie Williams who have already shared their own photos as part of the initiative, the campaign has received a severe backlash in the world of social media.

Breast cancer survivors are fighting back with their own #ShowYourScar campaign as they believe that the M&S campaign is not only overly sexualized but also extremely insensitive due to the fact that many survivors no longer wear bras as a result of undergoing mastectomies. Despite the backlash, there are still several people happily flashing their straps in support on social media.

Whether you’re for or against M&S’ social media campaign, there’s no denying that the backlash has helped spread even more awareness for a worthy cause, which will ultimately raise more money and help save more lives.