I was just minding my own business and plotting world domination yesterday (Oct 7) when I received a message.

And there they were, two big words in caps asking me a simple question, “LOVE BOOBS?”

Before I could declare my similar taste in female body parts and perform a cyber chest bump with my bruh GrabTaxi, the second line sent me back to earth, a galaxy too far away from the planet of soft pillows that I was so close to landing.

It read: “so does cancer.”

So now I have something in common with cancer… great. Last I checked, cancer shows no preference for age, gender or bodily parts: It simply doesn't discriminate.

It would seem that the rest of the social mediascape was pretty much flabbergasted as well.

GrabTaxi pls... pic.twitter.com/n4X4iJEKtS

— Abner Chong (@MeLikeOrange) October 7, 2015

@6meth9 pic.twitter.com/dA04Xy7L9B — sunnygann (@sunnygannn) October 7, 2015

This cheeky message is part of GrabTaxi’s #GrabitBeatit – a breast cancer awareness campaign. Let that name sink in for a bit… grab it… beat it.

GrabTaxi and the team who came up with this campaign probably thought that to attract attention, a cheeky, risqué strategy would work well for a generation that is more freeing the nipple than freeing willy.

But if public consensus is to be believed, this latest move by the vehicle and taxi hailing app is a big PR misstep.

This was a chance for the young, hot startup, valued at over a billion dollars to really spread light on an issue that, according to the National Cancer Centre, affects more than 25% of all cancers diagnosed in women. Between 2010 and 2014, about 1,856 women were diagnosed to have breast cancer in Singapore each year.

A pity.

Anyway, GrabTaxi acknowledged their lack of sensibility but explained that ultimately the campaign is all about raising awareness.

Sure they have their supporters and yes, they succeeded in capturing attention. But I'm not sure whether it's the type of attention that they had hoped for.

Instead, the campaign turned into a booby trap for both GrabTaxi and their customers.

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