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2017 One Show - Social Media

Check it before it's removed: naked breasts on Facebook against breast cancer.

Agency DDB Group Germany / Berlin

Client Pink Ribbon Deutschland
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OS_SM17005G

About the Work

Breast cancer affects one in eight women in their lifetime. Early detection is key in fighting the disease. Pink Ribbon Germany wants to urge young women to start checking their breasts regularly. Social media platforms such as Facebook and Instagram strictly prohibit the display of female nipples. On International Women’s Day 2016, 17 brave women challenged these restrictions. They each bared a naked breast on Facebook and Instagram, urging all women to “Check it before it’s removed”. The pictures were shared on Facebook and Instagram. National and international celebrities, singers, bloggers and athletes shared the pictures with millions of their followers, encouraging them to quickly re-share the posts before they were censored by moderators. In a matter of hours, Facebook and Instagram began deleting the posts. But as the pictures were removed from social media, the buzz and awareness around the story was building in mainstream media.