Cheeky new PSA uses man boobs to demonstrate breast self exams for women

The new #manboobs4boobs campaign uses a man’s chest to demonstrate a breast self exam.
The new #manboobs4boobs campaign uses a man’s chest to demonstrate a breast self exam. Screengrab

Don’t even think about trying to show a woman’s bare breasts, let alone nipples, on Facebook. That’s against the rules.

So how is a breast cancer prevention campaign supposed to show women how to do a breast self exam?

Man boobs!

MACMA, a breast cancer nonprofit in Argentina, created a video that demonstrates a breast self exam using a man’s chest and nipples.

“They're real ... and they're either hilarious or disturbing, depending on your sensibilities,” writes Adweek.

The YouTube video for the #manboobs4boobs campaign shows a woman unbuttoning her shirt, revealing that her nipples are covered up with the Facebook and Instagram logos.

“Women’s boobs, particularly their nipples, are censored on certain social networks even when showing how to perform breast self examinations to detect early breast cancer,” a woman’s voice narrates.

“But we found boobs that aren’t censored — Henry’s.”

A man with an ample set of man boobs stands in front of a woman, who wraps her arms around his chest and begins to demonstrate a breast self exam on him.

“The breasts of women, (particularly) nipples, are censored in some social networks, even if what they are doing is to show a breast self examination to reduce the risk of breast cancer,” MACMA’s Monica Asturizaga told Buzzfeed.

The campaign was designed to grab the attention of younger women.

“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,” said a statement from David, the Buenos Aires advertising agency that created the campaign.

“Therefore, we decided to get to them (on social media).”

Though the American Cancer Society removed self exams from its screening recommendations last year, saying they don’t offer a clear benefit, it still advises women to be familiar with how their breasts normally look and report changes to their doctor.

The #manboobs4boobs campaign has scored fans on Twitter.

“At the very least, we think you'll agree this video is a more effective demonstration of proper breast self examinations than any peeling doctor's office poster or infographic,” said Adweek. “The final belly slap was a nice touch, too,”