The geniuses over at MACMA are getting a slow clap from the Internet this week after outsmarting all of those pesky social media rules that prohibit nudity. And it’s all in the name of a good cause.
If you haven’t heard of it, MACMA is an Argentinian-based breast cancer charity, devoted to spreading awareness and knowledge to women about how important it is to regularly screen for lumps in their breast tissue. According to Little Black Book, MACMA recently hired a company called David to help them come up with a clever way to reach even more women across the globe.
As David’s General Creative Director, Joaquin Cubria, and VP, Ignacio Ferioli, told LBB: “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 [on social media].”
The only problem? Accurately showing women how to check for lumps means … showing women how to check for lumps. Like, on boobs. Real ones.
Unfortunately, videos or images featuring any hint of nudity — including breasts — are blocked from Facebook and Instagram. (Yes, even those that are breastfeeding-related, and completely non-sexual.) Quite the conundrum.
All I can say, though, is thank god for man boobs. And this guy, whose name is allegedly Henry:
“Henry” graciously lent his man boobs to the good people at David and MACMA, and soon enough, they had themselves an informative (and hilarious) video that reminds women not only to check themselves regularly, but more importantly how to do it. The campaign, appropriately named #ManBoobs4Boobs, is getting a lot of play on Twitter, where many are praising the use of “moobs” — and not in a body-shaming way.
According to the World Cancer Research Fund International, breast cancer is the most common form of cancer to affect women. In fact, as of 2012, an estimated 1.7 million women worldwide had been diagnosed. Considering those staggering stats, MACMA’s ad is all the more brilliant, for the way it manages to be both helpful and hilarious, all at once.More On