MACMA: Manboobs

This case study relates a campaign from the Movimiento Ayuda Cancer de Mama (MACMA) that circumvented restrictions on female nudity to demonstrate breast cancer self-examination basics to a huge online audience.

MACMA: Manboobs

Campaign Summary

This online case study for Argentinian's breast cancer nonprofit Movimiento Ayuda Cáncer de Mama (MACMA) ingeniously skirts social media restrictions on female nudity to teach young people how to screen themselves for breast cancer. Rather than using a female model to demonstrate self-examination basics, the organization's video uses a generously-sized male model — more specifically, his man boobs. Breast cancer is the lead cause of death among adult women affecting about 18,000 women per year in Argentina. The content was initially published on Macma's YouTube, Facebook, and Instagram channels. With a social media investment below $1000...

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