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Catch the supervillain (in your breasts)

Catch the supervillain (in your breasts)

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 below. 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

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