Check Them
— Film

Breast cancer awareness campaigns have always been targeted to women. What most people don’t even realize is that it can also happen to men. About 2,470 new cases of invasive breast cancer in men are expected to be diagnosed in 2017. A man’s lifetime risk of getting breast cancer is about 1 in 1,000. Despite the rising numbers, only few are talking about it. Can we bring this problem to the spotlight and encourage men to also regularly check their breast and raise awareness about this health issue at the same time?

Imagine a world if we treat men’s breast the same way we treat women’s breast. We can create a film, prints and digital campaign using ironic tone of voice showing man struggling with real boobs problem. 

Nightclub. Dozens of girls are waiting in the line to enter. The guard is a tough girl. Suddenly, 3 guys open their shirts showing part of their chest to flirt with the guard. They get-in easily.

Rooftop Pool. Some guys are throwing water at each other. Others just tanning under the sun topless. They all have tanning marks on their breast, as if they were wearing bikini.