The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2017 One Show - Film

MANBOOBS4BOOBS

Agency DAVID / Buenos Aires

Client MACMA
BACK TO RESULTS

Annual ID

OS_FI17041G

About the Work

It’s very hard to get women to regularly check their breasts to help prevent breast cancer. However, they do check their phones an average of 110 times a day. Therefore, we decided to spread our message in a format that would grant us visibility on these devices using social platforms to achieve it. That’s precisely where we came across a huge barrier: breasts aren’t welcome on social media; Facebook and Instagram censor them. Their nudity policies, in an attempt to promote respectful behaviour among users, have strict rules when it comes to nudity. Ironically enough, they do seem to have a point on view when it comes to cancer “we (Facebook) always allow photos of women showing breasts with post-mastectomy scarring.” Sadly, too late. We definitely needed to show some boobs! If it weren’t female, manboobs could do the dirty job.