Huffpost UK Lifestyle

Breast Cancer Ad Focuses On Boobs Being Fondled, Soaped and Suckled

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Once you've picked your jaw up off the floor, you may be surprised to learn the aim of this overtly sexual ad is to encourage women to have more breast examinations.

Sorry, scratch that, it's aim is to get men to encourage women to have more breast examinations.

Created by Chilean agency Lowe Porta, Santiago, the ad features a montage of breasts being soaped, fondled and suckled before displaying the tagline: "Si tanto nos gustan, deberiamos cuidarlas. Incentiva a mujer a hacerse un examen de mamas."

Translation? "If we like them so much, we should take care of them. Make a woman get a breast exam."

Is the ad real genius or is it badly off the mark? Copyranter at Buzzfeed says: "So, the spot is targeting men. Fine. What do you think the number of male viewers who jerk off to the ad will be compared to the number of male viewers who actually ask a woman to get a breast exam?"

Adrants concedes it is hard not to sexualise breasts, especially in advertising, but points out: "When we are talking about cancer, sex is really the last thing we are (or should be) thinking about."

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Around two million women are screened every year in the UK and around 48,000 are diagnosed with breast cancer, according to Cancer Research UK.

The number of pensioners living with breast cancer is set to quadruple by 2040, researchers at King's College London have said.

In less than three decades there will be 1.2 million women aged over 65 living with the disease - almost four times today's figure of 340,000, according to researchers.

At present, 59% of all breast cancer survivors are over the age of 65 but the research, funded by Macmillan Cancer Support, suggests that this figure will increase to 73% by 2040.

The data, published in the British Journal of Cancer, also suggests that by 2040 breast cancer will account for more than half of all cancer cases in women in the UK.

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Presented by Breast Cancer Campaign