Wearing pink ribbons, Walking for the Cure and mailing in yogurt lids are common ways to join the fight against breast cancer -- but how about baring it all? Some local college students recently released a Boston-themed calendar showcasing area co-eds that below the surface is anything but superficial. Created by College of Communication senior Jordan Liss, along with partners Joshua Pelz and Evan Saunders, the Boston Student Body calendar features several Boston University students showing their, um, support for the cause, and will donate 20 percent of its proceeds to the Susan G. Komen Breast Cancer Foundation.
NOT ANOTHER MAXIM
Although the calendar is complete with professional pinup photography -- the guys recruited Victoria's Secret and Maxim photographer David Anglin, one of 35 New England School of Photography alumni who responded to a request, for the job -- it's not your typical Playboy publication. "We really wanted to give the calendar a Boston flair," Liss said. "We shot at iconic Boston locations -- Mantra, the Lenox, Bodega, in front of the Pru[dential Center]." In fact, Boston Student Body was only the second organization (after the New York Times) allowed to shoot inside the posh boutique Bodega. Unlike other college calendars, Boston Student Body is sponsored by college-friendly companies like Arizona Tea, National Jean Company and UBurger. And of course, there's a spot for next year's presidential election "because we think it's important to get out and vote," Liss said.
THREE GUYS AND A CALENDAR
"We were sitting in my apartment," Pelz, a Northeastern University senior, said. "We always like to do projects and we were trying to think of something new to add to our collection." As an advertising major, Liss said he is accustomed to the business world. Pelz has some entrepreneur experience under his belt, too. For three years, Pelz ran inchwormshoes.com, a size-adjustable shoe store for low-income families - doing everything from public relations to business management to advertising. "We knew that we wanted to give a portion of the proceeds to charity," Liss said. "Since we each had someone either die from or survive breast cancer, it made sense. And since we were taking pictures of women, we wanted to pick a women's charity." "In the words of one of the models, 'Breasts for breasts,'" Liss said. After a fateful night of brainstorming, Liss and Pelz did their homework. "Other colleges have done calendars, but no one's done anything like this in Boston," Pelz said. With some inspiration from friend and founder of Syracuse University's undergrad calendar, Liss and Pelz wanted to showcase the hottest undergrads from the biggest college town. How did they recruit Boston's hottest and most willing current undergraduates for the calendar? "We looked all over," Liss said. "Student centers, dorms, libraries, common areas." In addition to having model potential, the girls had to be current undergraduates in the Boston area, Liss said. "Most of the models are from BU," he said.
MODEL FOR A DAY
"I was at the gym and they approached me," said Boston Student Body model Rebecca Brady. "I was kind of leery about it at first. But then they told me how the proceeds would be going to breast cancer." Brady, a College of Arts and Sciences junior, said although none of the girls were paid to model, they were glad to help in order to promote breast cancer awareness. "A couple of really close friends of mine -- their mothers have had breast cancer," Brady said. "That was really the reason I got involved, because it's a great cause." Most of the girls do not plan on modeling as a career, Brady, a history and international relations major, said. "I would do it again if it was for a good cause, but I don't plan on modeling in the future... I'm a history and IR major." In addition to pictures of the undergrads, the calendar features a small blurb about each model limited to first name and major. Liss, Pelz and Brady emphasized the importance of anonymity. "Especially being at this age and being in such a big university. I think it was for safety," Brady said. "With things like Facebook and MySpace, it was important to keep [my information] private." The Boston Student Body is not affiliated with the university, Brady said "We didn't want BU to frown upon it," Brady said. Although the anonymity of the calendar wards off Facebook stalkers and awkward conversations with professors, it doesn't fend off feedback. "People have said things to me, but nothing bad," Brady said. "It's definitely getting more exposure now. So far, the feedback has been really positive."
THE BREAST SIDE OF BUSINESS
To target their audience of Boston students, Liss and Pelz made their product affordable. "It [costs] less than a movie ticket," Liss said. "No one can say that it's too expensive. If you're buying cigarettes, [you] can afford the calendar." Boston Student Body held a launch party at Sanctuary Club earlier in October to celebrate the finished product. Although Liss and Pelz have not released any sales information, they said the calendar is certainly being well received. "It's definitely a success," Pelz said. "We sold hundreds of the calendar so far." Now, in between classes, the boys plan to launch a more in-depth marketing strategy, using their advertising and business experience. "We're going to have Facebook ads, maybe some ads in the Phoenix evening," Liss said. "But our biggest obstacle is product placement." Don't expect to pick one up on your way to class tomorrow: Unlike Maxim, Penthouse and Playboy, the Boston Student Body calendar won't be available in Campus Convenience stores or Barnes & Noble Bookstores. "The head of CampCo refused to carry it," Liss said, although the convenience stores carry similar publications.
MAKING MOM PROUD
"When we first came up with the calendar, I took the idea to my family," Pelz said. "I showed them other universities' websites. They saw we did our research and were really proud." "My mother loves it," he continued. "She said it was tastefully done, for a good charity. And when I showed her the finished product, it surpassed her wildest dreams."
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