A new ad campaign to promote breast cancer self examinations features superheroes Wonder Woman, Storm from the X-Men, Cat Woman, and She-Hulk, all showing women how to examine their breasts. Oh, the campaign is out of Mozambique.
Ads are for the Associação da Luta Contra o Cancer (ALCC) in Mozambique promoting, of course, breast cancer awareness. Maybe by not showing the superheroes faces, the non-profit organization doesn’t have to pay licensing fees to Marvel and D.C.? Or maybe they’re just hoping the ads slip under the radar.
Body copy reads:
“When we talk about breast cancer, there’s no women or superwomen. Everybody has to do the self-examination monthly. Fight with us against the enemy and, when in doubt, talk with your doctor.”
This campaign will almost certainly bring in some metal at next year’s ad awards shows. If the agency can prove they ran. What am I saying? They won’t have to prove anything. Ad agency: DDB, Mozambique.
Worldwide, breast cancer comprises 22.9% of all cancers (excluding non-melanoma skin cancers) in women. In 2008, breast cancer caused 458,503 deaths worldwide (13.7% of cancer deaths in women).Breast cancer is more than 100 times more common in women than breast cancer in men, although males tend to have poorer outcomes due to delays in diagnosis.
Prognosis and survival rate varies greatly depending on cancer type, staging and treatment. However, survival rates across the world are generally good. Overall more than 8 out of 10 women (84%) in England that are diagnosed with the disease survive it for at least 5 years.
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