Charity adopts breast practice » Charity Digital News

Charity adopts breast practice


An Argentinian Breast Cancer Group has taken unusual steps to overcome social media censor filters in its digital activity.

Having grown tired of the imagery used to raise awareness of breast cancer being censored by automatic nudity filters, the charity has taken to using man boobs instead – and has created a campaign centred on the fact, which has gone viral around the world.

MACMA’s latest campaign video, #ManBoobs4Boobs features Henry’s boobs, navigating around potential problems.

“Women’s boobs, particularly their nipples, are censored on certain social networks even when showing how to perform breast examinations to detect early breast cancer,” the video says. “But we’ve found boobs that aren’t censored: Henry’s.”

In the video Henry stands in front on a woman who demonstrates how to complete a full breast examination while using his ‘moobs’.


Celebrity endorsements

This isn’t the first time charities have used a gender swap to their advantage – in 2015 CoppaFeel! created a video with Radio1 DJ Greg James in order to raise breast cancer awareness for both men and women.

CoppaFeel! founder Kris Hallenga said: “We’ve had to get quite creative around the whole nipple restrictions online. We ourselves have used male models in the past to demonstrate and I think that kind of gives it a new element and a bit of humour into it aswell.”

The MACMA video has now been viewed more than 175,000 times on YouTube.

Photo courtesy MACMA.

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