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GrabTaxi apologises after ‘Love boobs?’ campaign criticised for trivialising cancer

GrabTaxi love boobs

GrabTaxi’s text message to customers today

Taxi-hailing app GrabTaxi has apologised after a heated reaction in social media to a campaign to raise awareness of breast cancer in Singapore.

The #GrabitBeatit campaign, which used the slogan ‘Love boobs? So does Cancer’ and ‘Love lady lumps?’ in e-marketing blast to its customers in recent days, was criticised online for a lack of sensitivity to sufferers of the disease and those affected by it.

GrabTaxi’s group vice president of marketing Cheryl Goh told Mumbrella this afternoon that the intention of the campaign had been to get attention, “because greater awareness can save lives.” She conceded that the campaign had come across as insensitive.

She said in a statement this afternoon: “There have been mixed reactions to the taglines for our #GrabitBeatit campaign, and we apologise that it comes across as insensitive to breast cancer survivors, their families and the wider public. Breast cancer is not a trivial issue and we regret that the taglines are not reflective of the seriousness of the issue.”

Love boobs?“We chose a tagline that would capture the public’s attention, because greater awareness can save lives. Breast cancer has high cure rates when detected early, and our intention was to encourage women to think about self-examination and getting screened. We wanted to support this cause in women’s health and safety because it is close to our hearts; we also have colleagues and loved ones who have or are going through treatment, and are completely supportive of them.”

The #GrabitBeatit campaign is running at the same time as a push to encourage Singaporeans to ‘Grag, don’t flag’ and use the GrabTaxi app.

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