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Mozambique's 'Super' Breast Cancer Awareness Ads

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A nonprofit organization in Mozambique is putting a “super” spin on breast cancer awareness.

The Associação da Luta Contra o Cancer (ALCC) worked with an ad agency to create four posters depicting superhero women from classic comics performing breast self-exams. The art skirts the issue of copyright by showing the characters from the chin down, letting the costume tell us who each woman is.

For the record, they’re Wonder Woman, Cat Woman, She Hulk and Storm, and they each have their hands placed differently, showing the various aspects of a self-exam.

Each poster also contains a breast cancer awareness message. “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 the enemy and, when in doubt, talk with your doctor.”

While certainly eye-catching, I’m not sure this is the most informative awareness method. Not only are the heroines obviously clothed (a no-no for self-exams, although a necessity for advertising), there’s no information on the posters explaining proper exam technique. It’s a nice idea, but does it work?

And as io9 points out, Cat Woman is depicted with her claws out (definitely an uncomfortable choice on her part), while She Hulk is shown exploding through a wall, prompting the thought, “She-Hulk has just burst through a wall — presumably to stop some crooks — only to promptly begin her monthly exam. Is this psychological warfare? Who can really say?”

What are your thoughts? Is this a cool, entertaining way to bring attention to the importance of self-exams? Or is it just a kooky advertising gimmick?

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