Breast cancer is considered the "sexy" cancer because BOOBS. Yet many of us get mastectomies to save our lives, so everywhere we go, we're basically told that we're less as women because we no longer have "ta-tas".
As Barbara Ehrenreich has said, the breast cancer movement that empowered women a decade ago has been replaced by a "pink ribbon culture." No organization would dare make heart disease or lung cancer into a sexy disease. Cancerous breasts threaten idealized femininity and the eroticization of the female body, and these "awareness" campaigns are no different from the over-sexualized and fetishized imagery in mainstream culture, which reduces a woman's value to her body parts.