'Save the Boob' Ads Turn Heads, Spark Complaints

Cutting-edge ads seek to reach younger women
By Mary Papenfuss,  Newser User
Posted Sep 24, 2009 3:31 AM CDT

(Newser) – Just because breast cancer is serious, does that mean PSAs have to be?  "Save the boob" is the tag line on one irreverent video in a campaign for breast cancer awareness that's drawing fans—and furious complaints. Designers of the public service announcements aim to grab the attention younger women, and encourage them to do breast self-exams. One ad shows a well-endowed bikini babe sashaying past salivating onlookers. Another shows women "pledging allegiance" to their "girls, hooters, tatas and chichis."

The spots are "definitely not for everyone," a spokeswoman for Rethink Breast Cancer tells ABC News. "Young people picking up pamphlets with a 65-year-old woman on the cover are probably tossing them out. We're creating a bold way of communicating the message that's going to stop them in their tracks." But one viewer called the ads offensive. They "look like a Victoria's Secret ad, not an ad about women's health," she grumbled.