"Nobody's immune to breast cancer. 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."
A public health campaign for breast cancer awareness in the African country of Mozambique, created by ad firm DDB for Associação da Luta Contra o Cancer. Here are the ads: Wonder Woman, Storm, Hulk, Catwoman. From Ads of the World, and more at Copyranter.
There is some controversy in the medical world about the value of breast self-exams. Even if it's not the best way to detect cancer (mammography or thermography can "see" more than your hand, and many if not most lumps that can be felt are benign), I think more awareness and more data is generally a good thing. Even for superheroes.
As an aside, the ads are fun but I'm gonna guess that the creative team on this one was all-male, and possibly the same team that did this previous VERY NSFW campaign for the same organization in Mozambique. Ever notice how public health ads about testicular cancer and prostate cancer don't tend to feature fondle-y sexualized close-ups of those parts?
Boing Boing editor/partner and tech culture journalist Xeni Jardin hosts and produces Boing Boing's in-flight TV channel on Virgin America airlines (#10 on the dial), and writes about living with breast cancer. Diagnosed in 2011. @xeni on Twitter. email: firstname.lastname@example.org.