Social media sites like Facebook and Instagram have rules against showing female nipples, which presents a challenge for breast cancer PSAs attempting to show women how to properly examine their breasts for cancer. But David Buenos Aires came up with a solution: use man boobs.
The agency’s “#ManBoobs4Boobs” presents a fairly straightforward breast exam tutorial for Movimiento Ayuda Cáncer de Mama (MACMA), with the sole twist that it shows a woman performing the procedure on a man, who happens to have larger than average breasts (for a dude).
“It’s hard to get women over 25 to examine their breasts regularly to prevent breast cancer,” David executive creative directors Joaquin Cubria and Ignacio Ferioli told Adweek. “But it isn’t hard to make them check their phones every five minutes. So that’s how we decided to get to them.”
“Breasts aren’t very welcome. They’re censored,” they added. “Even when teaching how to perform a BSE for the early detection of breast cancer. That’s where ‘manboobs4boobs’ comes in. A health-related campaign that requires men to partake in order to succeed.”
Credits:
Client: MACMA
Agency: David Buenos Aires
Executive Creative Directors: Joaquin Cubria / Ignacio Ferioli
Copywriter: Juan Peña
Art Director: Ricardo Casal
General Accounts’ Director: Emanuel Abeijon
Account Director: Lucila Castellani
Account Executive: Brenda Ranieri
Head of production: Brenda Morrison Fell
Agency’s Producer: Felipe Calvino
Production House: LANDIA
Executive Producer: Adrian D’Amario
Producer: Thomas Amoedo
Director of Photography: Nicolas Hardy
Sound Mix: PORTA Estudio
Music: Cluster
Editor: Ana Svarz
Clients: Irene Marcet / Isabel Geraige