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Creative

This Pair of Man Boobs will Teach You How to Spot Breast Cancer

DAVID challenges censorship with #tetasxtetas social campaign

This Pair of Man Boobs will Teach You How to Spot Breast Cancer

#tetasxtetas is the new awareness campaign for the Movimiento Ayuda Cáncer de Mama MACMA (Breast Cancer Help Movement) which challenges censorship. The initiative – launched on social media – seeks to overcome two barriers: to raise awareness of a growing problem that affects an estimated 18,000 women per year in our country, while highlighting the need to communicate in a clear and uncensored manner how women must perform breast self-examinations given their importance for early detection. 

Joaquin Cubria and Ignacio Ferioli, DAVID's GCD and VP, said: “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. 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 pieces on Instagram, Facebook, and Youtube.


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Production Company

DOP: Nicolas Hardy

Executive Producer: Adrian D’Amario

Producer: Thomas Amoedo

Production Company: LANDIA

Music

Music Production: Cluster

Sound Mix: PORTA Estudio

Offline

Editor: Ana Svarz

Creative Agency

Account Executive: Brenda Ranieri

Art Director: Ricardo Casal

Copywriter: Juan Pena

Creative Agency: DAVID

Executive Creative Director: Joaquin Cubria / Ignacio Ferioli

Head of TV / Production: Brenda Morrison Fell

Producer: Felipe Calvino

Category: Charity , Corporate, Social and PSAs

Genre: Comedy