Moule Tells Cancer to “F” It


Long standing W4th retailer and high end fashion provider Moule is supporting the  Cancer awareness group title F____ Cancer.

Michael Gorenstein, owner of Moule hung large controversial “Fuck Cancer” cancer banners in his window front “in the spirit of sparking discussion” as was reported by the Province.

When asked about the shock value of the campaign Gorenstein commented, “the storm of reaction was mostly positive, with a few strongly negative comments. ” Moule is also selling the “F___ Cancer” shirts with proceeds going to the not for profit group.

Gorenstein adds, “If people start talking about cancer around the dinner table, then my efforts will not be in vain.”

What are your thoughts on the signs? Should such a busy street with so many kids daily walking by the store be seeing this? Or is it fair game in the world of Cancer marketing and awareness campaigns? We want to hear your side.

Last modified: October 27, 2010

17 Responses to " Moule Tells Cancer to “F” It "

  1. Ian says:

    Personally, I find “fuck cancer” to be a much less offensive sentiment than the posters telling people to “support the girls”.

    Compare and contrast:

  2. Kim says:

    First of all…kids hear the “F” word all the time.

    If they are too young to read then they aren’t going to start saying the word if it’s on the side of a building. French Connection has been doing something similar for years with the only desired outcome being to promote their clothing.

    If one is going to freak out over the “F” word being plastered on the side of a building then that same person should be freaking out about all of the graffiti in the city, all of the people yelling at hockey games, just about every teenager in school, and pretty much every movie written for people over the age of 12.

    The person/people who have threatened to vandalize the store over this are just the kind of ignorant, brainless, embarassments that I would expect to use the “F” word as a regular form of verbal punctuation.

    Cancer is terrible. It is in itself a swaer word and just like the “F” word it doesn’t appear to be going anywhere.

  3. Jody says:

    The kids are already using the word, even before they can read it. I went to the fundraiser and bought two shirts for my brother, at his request. They won’t bother his family.

  4. Natalia says:

    I’m not a kid, I’m a women and I don’t like the “F” word either. Besides, how its help to fight cancer?

  5. Dan says:

    Good point Ian – men get breast cancer too. Something that is oft overlooked.

    Cancer and what it does are a damn sight more shocking than seeing the word ‘fuck’ in a store window.

    Parents might want to actually have to do some explaining about it, than just saying ‘don’t say it’.

  6. Idrinkyourmilkshake says:

    Can’t see what the fuss is about.

  7. Ray says:

    I think this campaign is pushing the envelope too far and the large sign hanging in the window on 4th is very offensive. If they want to go with this comment then just use F*** Cancer. The message still gets across and it is not so offensive to so many.

  8. Andrea says:

    I am on the marketing board for F Cancer and obviously, I strongly support the movement. Yes, it is meant to shock people and strike up a conversation but more importantly, ignorance plays a big role in peoples opinions on such a cause just because they see a word they don’t like or are offended by. If everyone who was offended by the signage and took the time to go online and figure out what its all about and why the “F” word is used, they would see the impact, meaning and importance behind the movement. Its powerful yes, but also geared towards a particular generation as well. Lets not forget that.

  9. Bill Barilko says:

    Business must be terrible for this shop to use such a crude attention attracting gimmick.

    Because that’s all it is-this has nothing to do with fighting any disease.

  10. Faketan says:

    Wow, Bill, how come you’re so fucking smart? You’re able to figure out people’s motives – just like that! Amazing. The world must be nice and simple for you, eh? Black, white. Easy fucking peasy!

  11. Bill Barilko says:

    I’m smart enough to never use obscenities when commenting-that equates crudity and imbecility.

  12. Faketan says:

    I can’t even begin to see your logic, asshat. Try again. Oh, I almost forgot: fuck!

  13. Bill Barilko says:

    Obscenities = stupidity.

    Carry on……

  14. Faketan says:

    Oh, right, thanks for clarifying. Your logic is fucking bullet proof, Bill! Don’t stop. Looking forward to more reading more of your insights (fingers crossed)! The world really needs your smarts!

  15. Bill Barilko says:

    Cancer is not something to be taken lightly or be dismissed with low life obscenity laden rants.

    Having lost a number of close family members to cancer over the years and having been involved in volunteering to help those afflicted I know some of the trauma inflicted on society by this plague.

    No ‘just do this/one size fits all/we can buy our way out’ solution will cure cancer-nothing less than a dedicated long term commitment to change many aspects of modern day living will bring relief.

  16. Faketan says:

    Who is “dismissing” cancer? What has your knowledge of cancer’s trauma-inflicting effects have to do with a store undertaking a cancer awareness-raising campaign? And how does one “dismiss” cancer, anyway? The only thing being dismissed here is your lame fucking comments.