Santiago, Chile, Nov 9: A video advertisement meant to create awareness on breast cancer has created furore in Chile as it focused on cleavage of young women as they work, exercise, breastfeed -and even during sex. The campaign urges men to encourage female friends and relatives to have their breasts examined frequently to prevent breast cancer. However, anti-breast cancer groups refused to support video claiming it 'objectifies women'. The groups criticized the video stating that women were treated in the video as sex objects.' The campaign, called 'For the love of t**s', is meant to persuade men to encourage their wives and girlfriends to have their breasts examined. Critics in Chile say the footage, which includes a couple apparently having sex and a mother breastfeeding a baby -objectifies women. The 45-second video has been viewed by 409,000 people online. It features women in the office, at home, in a swimming pool, the shower and even the bedroom. And it ends with the written message: 'If we like them so much, we should look after them. Encourage a woman to have a breast examination.' Gonzalo Baeza, creative director with the agency responsible for the video, Lowe PORTA, said: 'The aim of the ad is to get men to encourage their wives, friends and relatives to examine their breasts.' But Ana Cox, from the anti-breast cancer organisation 'Yo mujer' (I woman), said they refused to be linked to the campaign.Women were filmed doing every day activities, such as a playing with a pet dog, taking a shower, swimming, and even having sex. Ms Cox said the advertising agency offered to put Yo Mujer's logo on the ad but that 'after studying it we didn't accept, because it was using the woman like an object. 'Personally I think anything that encourages women to examine their breasts is good, but we couldn't go with that idea.'Initially the advert was reported to have been funded by Chile's ministry of health. But the ministry denied any link to the campaign after controversy arose.
Comments
0 Response to 'Ad film on breast Cancer causes outcry'
Post a Comment