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Artists take mastectomy images to the streets #Pinkverts

Artists take mastectomy images to the streets #Pinkverts

Liga Do Rosa Artists take mastectomy images to the streets

Leave it to Brazil to do a breast cancer awareness campaign that simultaneously feels inappropriately sexualized and undeniably cool:

These busty street murals were first painted in various locations in São Paulo, then later sniped with mastectomy scars and a banner that reads “every woman can be a victim of breast cancer” and the hashtag # LigaDoRosa.

Liga Do Rosa Artists take mastectomy images to the streets

JWT CCO Richard John told adnews.com.br (in Portuguese) that graffiti art is a big part of São Paulo culture, and it was chosen to spread the message beyond women most at risk. “Children, boyfriends, fathers and husbands can help influence the awareness and prevention of disease,” he explains.

What do you think of this approach?
Liga Do Rosa Artists take mastectomy images to the streets

Advertiser:
Liga Do Rosa
Agency:
JWT Brazil
Source:
Unconventional Dog

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more