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”.
AIDES, the French AIDS awareness organisation, is running “Moi, le sida” (I AIDS), an online campaign personalising the character of AIDS on Twitter (@lesida), Grindr, Tinder, Facebook (facebook.com/lesidaofficiel), Instagram (@le_sida_jesuisla) and Linkedin (https://www.linkedin.com/in/moi-le-sida-789174bb), with the hashtag “JeSuisLa” (I Am Here). The idea was to make AIDS a real, omnipresent and cynical character that it is still around and can affect you at any moment, everywhere you go. A virus that uses the same tools as everyone else. A commercial, “Je suis là” (I am here) presents the campaign in chilling terms. People meet on Tinder and Grindr? AIDS is checked-in everywhere too. Twitter users want more followers? AIDS follows everyone. You all share your life stories on Facebook? So does AIDS. Want to show something on Instagram? Good, because AIDS goes to the same bars as you. You’re proud of your career on Linkedin? Imagine a 32 million victims serial killer. Those interacting with Le Sida are encouraged to let him talk and then get together to shut him up.
Queer Lisboa, a film festival held in Lisbon, Portugal, is promoting the 19th annual festival with “Obscene”, a film and print advertising campaign challenging prejudice toward same sex couples. The film at the heart of the campaign features a classic scene of a couple bidding farewell at a train station. Key words in the dialogue are blanked out, along with their kiss goodbye. Three print advertisements, “Station”, “Moto” and “Bench” continue the message. “Obscene to some. Beautiful to us”.
Durex Japan is promoting Real Love condoms with Love 48, a 2-minute online commercial in which a wrestling couple demonstrate a range of Kama Sutra positions. Professional wrestler Tank Nagai and actress Yuki Mamiya show off 48 positions found in both sumo wrestling and in sexual intercourse, including complex positions “Shishimai” and “Kikuichimonji”.
Jane Pain, a lingerie company based in Buenos Aires, Argentina, has run a provocative print advertising campaign featuring sexy optical illusions. Three photos present what appear to be cleavage shots, but turn out to be something else. Alongside each photo is a thumbnail image of the actual body part with the tag line: “If it can make your armpit [or knee or elbow] look sexy, imagine what it can do in the right place”.