The e-card is a digital genre that can also be used by constituents to get the attention of their political representatives. The American Cancer Society has set up a website for their Save Mammograms Campaign, in response to proposed legislation that would no longer mandate that insurers cover certain screening procedures. The airbrushed hot pink brassiere on one of the e-cards, which I have reproduced above, seems to be an ambiguous signifier that could be read as either an artifact of consensual foreplay or of post-assault evidence from a crime scene.
In considering this genre I discovered that there are other more peer-t0-peer forms of the breast cancer e-card that are specifically designed for consciousness-raising in potential victims, many of which regrettably come with music, such as this schlocky hand-holding number or this "humorous" mammogram reminder with a cartoon of an obese man.
Labels: social marketing