We've seen some pretty "out there" work from Argentina's Breast Cancer Help Movement (MACMA) via agency David in the past couple of years -- including an ad that featured singing boobs, and a breast exam demo by an overweight guy with man boobs.
This year's effort takes a slightly different tack by addressing the issue of the moment--Facebook's control over your life and your data.
The charity's new ad points out that Facebook knows everything about you--but nothing about the state of your breasts. And while you might check Facebook three thousand times a year, how often do you do a breast exam? It's a fair point.
The film, directed by 1985 via Landia, is running on social media and is designd to be shared with the hashtag #EarlyDetection.