Mastectomized women ‘show their breasts’ on social media to boost breast cancer awareness (NSFW)

Peito is the Portuguese word for breast, while the expression de peito denotes a person of courage, inspiring Brazilian agency Propeg to come up with a clever play on words to name a digital campaign about the importance of performing regular breast self-exams. The action’s title, “Mulheres de Peito,” references breasts but is clearly intended to be read as “Women of Courage” — an appropriate name for a bold initiative that defies rigid social media prohibiting the display of naked female breasts.

The agency came up with cards showing pictures of courageous mastectomized women. The cards turn social media censorship on its head with the messages “I can show my breasts on Facebook” or “I can show my breasts on Facebook Instagram”, followed by the tagline “Self-exam: Not doing it is prohibited.”

Mastectomized women 'show their breasts' on social media to boost breast cancer awareness (NSFW)“The ban on breast pictures has always been a topic of discussion,” said Proper Chief Creative Officer Emerson Braga. “Our goal is to broaden this debate, and to put the ban to good use. Beyond using the images to impact [social media] users, the campaign aims to inspire action, alerting to the importance of breast self-exams, encouraging users to flout the ban and viralizing the discussion as well as breast cancer awareness.”

Mastectomized women 'show their breasts' on social media to boost breast cancer awareness (NSFW)The campaign was created for Aristides Maltez Hospital in Salvador, Bahia, and the Bahia League Against Cancer (LBCC). According to an Aristides Maltez Hospital news release, this unprecedented initiative may increase people’s demand for information about breast cancer and help to promote early diagnosis of the disease. “We are delighted with this action because, besides being brave, it rides on the back of a particular social context in which people discuss everything on social media,” said the hospital. “If a picture like ours worth more than a thousand words, we really hope that people talk about this disease and encourage the awareness and practice of preventive methods, such as self-examination.”

Mastectomized women 'show their breasts' on social media to boost breast cancer awareness (NSFW)
Reaction to the campaign on social media

The action “Mulheres de Peito” takes place on Facebook and Instagram untill the end of October, in partnership with the Correio da Bahia newspaper.

Credits

Advertising Agency: Propeg, Salvador, Brazil
CCO: Emerson Braga
Creative Director: André Amoedo
Copywriter: Emerson Braga, André Amoedo
Art Direct: Pedro Chequer, James Willians
Digital Crative: Rebecca Lyrio, Raphael Medeiros, Carol Silva
Account: Michele Estevez, Tatiana Leal
Plannner: Melina romariz
Grafic Prodution: Ariana Guerra, André Coni
Media: Rosana Ramos.
Make e Hair: Chocolate
Approval: Humberto Luciano
Suport: Correio da Bahia, Bonita Também, Coletivo Minissaia

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