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This Breast Cancer Charity Is Using "Man Boobs" To Avoid The Social Media Ban On Female Nipples

MACMA in Argentina used the male model to demonstrate how women can check their breasts for signs of cancer.

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Breasts might serve a vital purpose, but images of them are banned on some social media networks.

So the breast cancer charity MACMA, from Argentina, has come up with a way of avoiding censorship. It has created a video, also translated into English, to raise awareness of how women can check their breasts for signs of cancer featuring a male model.

The advert, on YouTube, shows a woman unbuttoning her shirt to reveal her nipples covered by Facebook and Instagram logos.

A man called Henry with "man boobs" then steps in front of her and she uses her hands to check his breasts.

View this video on YouTube

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People in the UK have started tweeting the hashtag #ManBoobs4Boobs in solidarity with the campaign, and in other countries with the hashtag #TetasxTetas.

Excellent! #Breast #cancer awareness ad gets through all #SocialMedia Loopholes, includes #nipples. #ManBoobs4Boobs https://t.co/ZWfbJShx1x

How do you avoid censorship of female breasts for Cancer awareness? Show man boobs instead! https://t.co/diYvI3ZHzW

Check your breasts. #nocensorship #ManBoobs4Boobs https://t.co/PyN38cD6fq

brilliant! https://t.co/g2BpUmmorH #manboobs4boobs

A Perfect Way To Show a Breast Self-Exam on Social Networks That Ban Female Nipples https://t.co/bYbEUsnJJV #ManBoobs4Boobs

"The breasts of women, [particularly] nipples, are censored in some social networks, even if what they are doing is to show a breast self-examination to reduce the risk of breast cancer," said Monica Asturizaga from MACMA.

The charity created the video to raise awareness of the importance of early detection and chose the male model to avoid the ad being taken down from social networks, it said.

David, the advertising agency that created the campaign, said: "It's hard to get women over 25 to examine their breasts regularly to prevent breast cancer. But it isn't hard to make them check their phones every five minutes.

"Therefore, we decided to get to them [on social media]."

The agency said it faced a challenge because female breasts are censored, which is when it decided to use man's chest instead.

Sara Spary is a consumer business correspondent for BuzzFeed News and is based in London.

Contact Sara Spary at sara.spary@buzzfeed.com.

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