Argentina's Movimiento Ayuda Cancer de Mama (MACMA) wanted to promote breast cancer awareness via an online video campaign, but some social media networks prohibit the showing of women's breasts and nipples. Luckily, MACMA found a loophole.
In a recent YouTube video, MACMA demonstrated a typical breast exam on a male participant, Henry. A woman standing behind him conducted the exam with her hands.
"Check your breasts for any changes in skin or nipples including swelling, redness or lumps," the video's narrator advised. "Using your three middle fingers, press in a spiral from your armpit downward, going under the breast and covering its entire surface up to the nipple. Don't forget the armpit and upper pecks."
MACMA created the #ManBoobs4Boobs hashtag in concert with the video's release to encourage others to create their own. And while campaigns to "save the boobs" are often criticized for objectifying women with their tag lines, this video is clearly poking fun of sexualizing breasts in a medical context.
Breast cancer is the most common cancer for Argentine women, as well as American. In addition to self-exams (which are no longer recommended for cancer screening by the American Cancer Society), the video suggested viewers visit a gynecologist and get a mammogram. Mammograms are recommended annually starting at age 45.
The video also noted that men, like Henry, could be diagnosed with breast cancer.