MACMA (Movimiento Ayuda Cáncer de Mama) a Breast Cancer awareness company in Argentina has launched a social campaign which challenges female breast censorship as well as raising awareness of the estimated 18,000 women per year in Argentina who diagnosed with breast cancer. The ad performs a breast examination on a pair of man boobs.
The campaign was developed pro-bono by agency David Buenos Aires, the initiative #tetasxtetas (#ManBoobs4Boobs) points out how it’s okay to show a man’s boobs (thanks Henry) to talk about self-prevention, but that it’s not okay to show a woman’s nipple.
“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.” Joaquin Cubria and Ignacio Ferioli, DAVID’s GCD and VP, said.
“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. A health-related campaign that requires men to partake in order to succeed.”
The campaign also includes messages on Instagram, Facebook, and YouTube.
COPYWRITER: Juan Pena
ART DIRECTOR: Ricardo Casal
EXECUTIVE CREATIVE DIRECTOR: Joaquin Cubria / Ignacio Ferioli
ACCOUNT DIRECTOR: Emanuel Abeijon, Lucila Castellani
HEAD OF TV / PRODUCTION: Brenda Morrison Fell
PRODUCER: Felipe Calvino
CREATIVE AGENCY: DAVID
ACCOUNT EXECUTIVE: Brenda Ranieri
MUSIC AND SOUND
SOUND MIX: PORTA Estudio
MUSIC PRODUCTION: Cluster
EDITOR: Ana Svarz
EXECUTIVE PRODUCER: Adrian D’Amario
DOP: Nicolas Hardy
PRODUCTION COMPANY: LANDIA
PRODUCER: Thomas Amoedo