MACMA: 'Manboobs' (Argentina)

Contains the creative for the 'Manboobs' campaign for MACMA by the agency DAVID in Argentina.

The story behind the campaign

Challenge

Breast self-examination (BSE) is the most effective method for early detection because it can be done at any time, versus waiting for an annual appointment. Because so many young women disregard it, our goal was to create awareness on the importance of practicing BSE while exposing the evident restrictions online social networks impose on these kinds of messages.

Creative concept

Even though most cases occur after 40 years of age, more and more women under the age of 40 are affected every year. Thus self-examination is recommended as early as in your teens. And...

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