Catch the supervillain (in your breasts)

Posted by Tom Megginson | 13-12-2011 22:00 | Category: Health

Here’s an eye-catching (but presumably unlicensed) breast cancer detection campaign from Mozambique:


Copy reads:

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 this enemy and, when in doubt, talk to your doctor.

I feel a little funny saying it, but it seems odd that most of the super heroines are white. Perhaps Mozambican audiences are more open-minded than others. I have to say, I far prefer these to the really disturbing campaign ALCC did last winter.  (nudity in link)

She-Hulk, Cat Woman and Storm after the break. No word on whether Marvel or DC has complained.




Associação da Luta Contra o Cancer (ALCC)
DDB, Maputo, Mozambique
Additional credits:
Creative Directors: Anderson Lima, Zeca de Oliveira
Creatives: Sara Vale, Christiano Vendramine, Erick Vasconcelos
Illustrator: Maísa Chaves
Graphic producers: Faruk Issufo, Mauro Mussagy
Planner: Cristiana Oliveira
Accounts: Vasco Rocha, Christine Ramela, Fernanda Neves
Media: Khida Ismael
Ads of The World


Comments about Catch the supervillain (in your breasts)

and by “most,” you mean 50%?  I count two white, one black, and one green…

Posted by Elizabeth | 14-12-2011 00:26

Comments about Catch the supervillain (in your breasts)

<nerd> Jennifer Susan Walters is only green through mutation. She is white in her natural state. Kind of like Jersey Shore cast members were not born orange. </nerd>

Posted by Tom Megginson | 14-12-2011 04:47

Comments about Catch the supervillain (in your breasts)

Aw, Tom Megginson, I heart you so much, ya big nerd.
I have to say, I freakin’ love this campaign because it cleverly addresses the all-too-common idea of being “less than woman” if one has breast cancer. And because I love comics. I’d love to see something like this at ComicCon ‘12.

Posted by Madeline | 14-12-2011 11:48

Comments about Catch the supervillain (in your breasts)

Yes, Tom, but if you want to get technical, she is featured here as green in her She-Hulk form. Arguably, she does not count as “white”.

With that said, I love this campaign. As Madeline said, it addresses the idea of being less than a woman thanks to breast cancer. I’d love to see more pictures like this at San Diego ComicCon 2012. I mean, after all, why just stop at four? There /are/ other iconic women from both universes. (Such as Ivy, perchance? Or Ms. Marvel!)

And another topic, some girls grew up knowing these strong women as their idols and it is an absolute delight to see them being portrayed as something very relate-able as a young adult now.

...I could have said all of that with a simple, “I love it!” but nooo. I have to ramble. My apologies.

Posted by Myth | 14-12-2011 20:36

Comments about Catch the supervillain (in your breasts)

Thanks, Madeline!

Posted by Tom Megginson | 15-12-2011 04:45

My comment


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