Facebook and Instagram block images of women’s nipples. That makes it really difficult to create a social media campaign for self-examination for breast cancer awareness.

Unless you think outside the square.

David Buenos Aires’s campaign for Movimiento Ayuda Cáncer de Mama (MACMA or Breast Cancer Help Movement) shows man boobs.

Otherwise the the ad, #ManBoobs4Boobs, is a simple D-I-Y breast exam tutorial.

…which coincidentally raises the issue of gender bias in censorship.

And provides an unintended reminder to  the world that men can get breast cancer too.

“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. That is when we bumped into another problem: breasts are not very welcome; they are censored. Even when teaching how to perform a BSE for the early detection of breast cancer. That is where ‘manboobs4boobs’ comes in,” Joaquin Cubria and Ignacio Ferioli, executive creative directors at David, said in a statement.

Credits:

Agency: David Buenos Aires

Executive Creative Directors: Joaquin Cubria & Ignacio Ferioli

Copywriter: Juan Pena

Art director: Ricardo Casal

Group account director: Emanuel Abeijon

Account director: Lucila Castellani

Account executive: Brenda Ranieri

Head of production: Brenda Morrison Fell

Agency producer: Felipe Calvino

Production company: LANDIA

Executive producer: Adrian D’Amario

Producer: Thomas Amoedo

Director of Photography: Nicolas Hardy

Sound: Porta Estudio

Music: Cluster

Editor: Ana Svarz