TV breast cancer awareness ad accused of treating women as sex objects

London, November 4 (ANI): A breast cancer awareness video, which focuses on the cleavage of dozens of young women as they go about their daily lives - has been criticised for treating them 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.

But 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 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."

"The aim of the ad is to get men to encourage their wives, friends and relatives to examine their breasts," the Daily Mail quoted Gonzalo Baeza, creative director with the agency responsible for the video, Lowe PORTA, as saying.

But Ana Cox, from the anti-breast cancer organisation 'Yo mujer' (I woman), said they refused to be linked to the campaign.

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," she said. (ANI)


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