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Insight 

Women's boobs – particularly their nipples – are censored in certain social networks, even when showing how to perform breast self-examinations to detect early signs of breast cancer.  

Charity Macma needed to raise awareness of breast cancer by literally showing women how to examine their breasts – but how could it do that if it couldn't show breasts? 

Strategy 

The charity looked for an alternative solution and found a pair of boobs that aren't censored... those of a guy called Henry 

Execution 

The agency released a tutorial video that featured Henry's 'man boobs' being examined by a pair of lady's hands. The narrative encouraged people to share the video or make their own on social media via the dedicated hashtag #ManBoobs4Boobs. 

Through coverage on various media across every continent, the campaign sparked a wider debate about censorship policies on social platforms. 

Check out the case study film here: https://vimeo.com/165948842 

Results 

#ManBoobs4Boobs became the most shared breast self-examination video ever. 

During the first week, the campaign video reached 48 million views, 193 million+ impressions on social media, over 700,000 shares and more than $17m of earned media. 

Take that censorship!

Have Your Say

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Brand:
Macma
Category:
Charities
Region:
Argentina
date:
March - April 2016
Agency:
David
Media Channel:
Online,PR

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