Breast Cancer Awareness Campaign Avoids Censorship by, of Course, Featuring a Man

man boobWhat's the best way to bring global awareness to a women's health issue? By making it all about men, of course! That's the point a Buenos Aires–based nonprofit called Movimiento Ayuda Cáncer de Mama (MACMA), or Breast Cancer Help Movement, is making with their new campaign #ManBoobs4Boobs


Essentially an instructional video on how to perform a self-examination for breast lumps, the campaign highlights the ridiculous policy many social media platforms have against showing female nipples by using a shirtless man -- "Henry" -- to demonstrate the best way to perform the procedure. Or, as the video's narrator puts it:

“Women’s boobs, particularly their nipples, are censored in certain social networks, even when showing breast self-examinations to detect early breast cancer. But we found boobs that aren’t censored: Henry’s.”

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Check it out:

Both incredibly informing and, um, slightly uncomfortable, right? I mean, you can't help but feel like you're watching something you're not really supposed to be watching, for some reason, but personally I learned a lot from this video -- and I'm betting a lot of other people will, too.

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Besides being a legitimately helpful and potentially life-saving tool (early detection is key when it comes to beating breast cancer), this campaign is making a very important statement about the ridiculous double standards we have when it comes to breasts. Female nipples are banned on both Instagram and Facebook, for example, unless the photos of said nipples involve post-mastectomy scarring or active breastfeeding. Men's nipples, on the other hand, are considered completely acceptable for public viewing. It's a completely arbitrary rule with no good explanation, except that we're all products of centuries of social conditioning, apparently. But when these cultural hang-ups get in the way of public health -- say, by preventing women from getting the breast cancer prevention info they need -- then it's time for us to push for a shift in perspective, and this campaign does just that.

And, who knows? This campaign might help to spread awareness about male breast cancer, too -- a disease that definitely happens, even if we don't hear about it often (men are about 100 times less likely to develop breast cancer than women). Bottom line? A boob is a boob is a boob ... is a boob.


Image via MACMA - Movimiento Ayuda Cáncer de Mama/YouTube

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