A new campaign from Argentina for the Movimiento Ayuda CÃ¡ncer de Mama MACMA (Breast Cancer Help Movement) demonstrates how to do a breast self-exam using an overweight naked guy with "man boobs." This, it explains, is because of social media censorship of naked female breasts -- which doesn't extend to men.
The resulting film by agency David's Buenos Aires office is a clever and effective piece of communication which makes you realize how ridiculous the censorship rules, informs you what to do and possibly makes you laugh as well. Oh, and there's also a helpful reminder that men can get breast cancer too.
Joaquin Cubria and Ignacio Ferioli, executive creative directors at David, said in a statement: "It's hard to get women over 25 to examine their breasts regularly to prevent breast cancer. But it isn't hard to make them check their phones every five minutes. Therefore, we decided to get to them. That is when we bumped into another problem: breasts are not very welcome; they are censored. Even when teaching how to perform a BSE for the early detection of breast cancer. That is where 'manboobs4boobs' comes in."