Man Boobs for Boobs
MACMA, Movimiento Ayuda Cáncer de Mama, an Argentinian Breast Cancer charity, is running TetasxTetas (Manboobs4boobs), an integrated advertising campaign in which an overweight man stands in front of a topless woman, allowing his man boobs to be used for a demonstration online breast exam. The initiative, launched on social networks, poses a double challenge: warning of a problem that each year affects about 18,000 women in Argentina, and highlighting the need to communicate in a clear and uncensored way that women can examine their breasts. “Women’s boobs, particularly their nipples, are censored in some social networks, even if what they are doing is to show a breast self-examination to reduce the risk of breast cancer. But we found boobs that aren’t censored. Henry’s”.