Along with the Wonderbra, "Cosmopolitan" and 5fm, a SABC radio station have sponsored this event. According to Samantha Paterson, the manager for Wonderbra, the National Cleavage Day had become a great start for women's independence and power in all forms of life, from their careers to their relationships and to their own destiny. Anita Meiring, public relations consultant for Wonderbra, explained The event was created to help build women empowerment about their breast being very unique and that they should be very proud of it. She also stated that "It gives men a legitimate (real) reason to stare (look) at boobs (women's breast)."