Sounds like a rather crass way to raise 'awareness' of a disease that can quite easily lead to losing a breast altogether.

I much prefer the local approach - the pink ribbon fundraiser. Donate for a pink ribbon, and wear it to show support for the cause, which is accompanied by a staunch and widespread public information campaign. The whole 'coloured ribbon' thing is perhaps a bit hackneyed, but it's visible and recognisable, as well as a good money-spinner for the charities that need help.

Then for male illnesses like prostate cancer, which traditionally suffer from a lack of awareness, there's Movember, which can lead to some hideously bad-taste facial hair - but it always gets people talking openly about stuff that needs talking about.