Wonderbra together with the Cosmopolitan magazine and 5fm, a SABC radio station mainly based in Johannesburg, sponsored the National Cleavage Day.
According to Samantha Paterson, the brand manager for Wonderbra, the National Cleavage Day is started according to a design to solemnise women's independence and power in all facets of life, from their careers to their relationships to their own destiny. Anita Meiring, public relations consultant for Wonderbra, explained the event. "It is a day for women to realise that their cleavage is something unique and that they should be proud of it." Paterson explained "It gives women a chance to be beautiful and glow in the furtive, yet appreciative, glances their cleavage evokes from men". She also explained "It gives men a legitimate reason to stare at boobs."
Dr. Siqwana-Ndulo, provincial gender commissioner in Eastern Cape, condemned the celebrations, warning women not to be involved in the National Cleavage Day. Siqwana-Ndulo said "This is a pure marketing tool using people's bodies." She added, "The commission is against any person or advertising company which uses people's bodies for marketing purposes be blah blah blah blah blah blah blah blah blah"
This Morning host, Holly Willoughby, 31, topped the poll in the UK this year.