Friday, September 10, 1999
Radio station reconsiders 'bridge of bras'
BY PHILLIP PINA
The Cincinnati Enquirer
A Cincinnati radio station is reconsidering plans to create a “Bridge of Bras” during a Sunday race raising money and awareness about breast cancer after race supporters complained.
Organizers and some participants of the Race for the Cure called a bra display promoted this week by WVMX-FM (94.1) offensive to breast-cancer survivors.
On Thursday, they asked the station, which is a race sponsor, to nix the idea, said Peggy Isenogle, race chairwoman. She said her talks with station officials left her with the impression that the promoters will scrap the bra idea, and instead decorate the bridge with pink ribbons, the symbol of breast-cancer awareness campaigns.
“I do think their intentions were good,” Ms. Isenogle said. “Just the implementation of the idea unfortunately was perceived by many women, especially breast-cancer survivors, was inappropriate.”
It was hardly meant to offend, said WVMX Promotions Director Melissa McElroy.
The station has staff members who have lost someone or know someone with breast can cer. This was to be a tribute, Ms. McElroy said. After hearing the concerns of race organizers, however, station staff said they will review the promotion and will make a decision today.
In the Race for the Cure, people who have lost loved ones to breast cancer are joined by survivors, relatives and others for a 5-kilometer run and walk. This year, about 8,500 people have signed up to participate. They hope to raise $400,000.
The controversy began when WVMX suggested survivors and breast-cancer patients write personal messages on bras and send them in. The plan is to hang them from the L&N Bridge over the Ohio River along the race route.
Calls in opposition poured in this week at the offices of the Greater Cincinnati Race for the Cure. Breast cancer survivors were strongly opposed to the idea, Ms. Isenogle said.
The race helps the Susan G. Komen Breast Cancer Foundation fund breast-cancer research and programs throughout the country. Nearly 100 other cities sponsor races, and officials with the foundation could think of no other with a bra display. WVMX is still planning to be an active supporter of the race, Ms. McElroy said.
Other race sponsors oppose the display. Active Inc., which designed and maintained the race's Web page, is uneasy allowing its name to be attached to an event where participants are offended, said Steve Doherty, company vice president.
The Milford company supports the race, he said, but WVMX's “tasteless” bra display will force Active Inc. to reconsider future sponsorships.
No company has threatened to pull sponsorship of this year's race, Ms. Isenogle said.
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