How do you raise awareness about breast cancer when the media won’t let you show breasts on screen? Argentine organisation MACMA has found a creative way to do it in this new ad campaign.
Created by a media agency called David, the video features breasts singing about how everybody loves boobs. With its show tunes vibe, it’s kinda gimmicky and if you’ve never seen computer generated singing boobs before, you’re probably in for a bit of a shock. But in the end, it’s all for a good cause. One of the important things about this video is that it brings up how breast cancer is a risk for literally anyone – women of different ages, and races, but also for men and male-identified people. Why? Well, because anyone with breast tissue can develop breast cancer, and that includes our cisgender dads, brothers, and sons too.
Breast cancer often doesn’t get spoken about, so much so that many people don’t even know that performing a breast exam is important, leave alone how to go about it. Part of the reason for this is because breasts continue to be quite a taboo subject, and you’d be hard pressed to find even illustrated breasts online, because of the policies and algorithms that so many social media sites follow (hint: they don’t want us to see the boobies).
Dueting ta-tas aside, when breast cancer poses a massive threat, we need to get more serious about it. According to the Cancer Institute at Apollo Hospitals, there are 1,00,000 women in India who develop breast cancer every year. And that’s no small number. And if the first step to combatting this health risk is to build awareness, then MACMA’s example is certainly something to keep in mind.