Wonder Woman’s breasts are a real attention-getter, that’s for sure. That’s one way to promote breast cancer awareness. Throw in Catwoman, She-Hulk, and Storm, and you’re bound to get people talking.
That’s the intention of a breast cancer awareness campaign launched in Mozambique. If these powerful heroines take breast cancer seriously, you should, too.
The ads read:
“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.”
That’s a good message. Know your breasts. Check your breasts. When in doubt, call your doctor.
When you’re trying to educate people about a health issue, getting their attention in the first place is the hardest part. This campaign is already generating conversation.
“There is some controversy in the medical world about the value of breast self-exams. Even if it’s not the best way to detect cancer (mammography or thermography can “see” more than your hand, and many if not most lumps that can be felt are benign), I think more awareness and more data is generally a good thing. Even for superheroes.” — Xeni Jardin on Boing Boing
“…maybe Susan G. Komen for the Cure or another women’s health organization should see if Marvel and DC would be willing to collaborate on similar campaign in the United States. It seems like there could be some real mutual messaging there: women as supeheroines, superheroines as accessible women” — Alyssa Rosenberg on ThinkProgress
Some people find it a bit…well, uncartoony, even if they see the potential value in it.
“There’s just something about the cartoons we grew up with doing not so cartoony things, like being aware of their flawless, semi-pornographic breasts. The very same breasts that never seemed to bounce or topple out of their bodices while leaping from building to building.
“Without question, this ad will grab the attention of a younger demographic that might not have paid attention to breast cancer campaigns in the past. How many of those people are comic fanboys who’ve blown up the photo for their bedroom wall? I don’t want to know.” — Piper Weiss on Shine
So what do you think? Are superhero comic figures a good way to get women — particularly younger women — to pay attention to the warning signs of breast cancer? Please take a moment to comment below.
You can see the images of She-Hulk, Catwoman, and Storm on the next page.
Images created by DDB Mozambique; Maisa Chaves, artist; campaign sponsored by Associação da Luta Contra o Cancer (ALCC)