The whole issue with this thing is the way they campaign for boobs. With slogans like "I love boobies" "save the boobs" and videos such as this one, which involved yet more boobs and boob grabbing, completely wash away the real issues around breast cancer. It sexes up the issue, and places far too much importance on "saving boobs", rather than thinking about the lives of the women themselves. The goal shouldn't be to save boobs because they're lovely, or to raise awareness of boobs, it should be to save women's lives
Consider a situation where a breast cancer survivor has had double mastectomy. Do you expect her breast cancer awareness campaign to be about saving the boobs or about saving the person? Especially when the former would only make her feel less of a woman considering the emphasis society seems to be putting on breasts when it comes to breast cancer.
You could go on and on and say how this is a light hearted video where everyone had fun and also raised some money but you've got to accept that breast cancer awareness should be about the person, not the breasts !
And you need to step into reality, something centered on breasts gets a lot more attention than some traditional ad or awareness campaign. If you want more boring ads and pamphlets with 80 year old women on the cover, that are more than likely going to get thrown in the trash, than fine, but you're going to hurt the cause, which ultimately seems much more important. Things like this get people's attention. Even if you disagree with the motive, you can't argue that something like this gets far more recognition and awareness than something traditional.