'Save the Boobs', a public service announcement from Rethink Breast Cancer, has an in-your-face message about breast cancer awareness, and is grabbing attention right from youngsters to ethical critics.
In an interview with ABC News, founder M.J. Decoteau said that her organization had to find a way to reach young people, who think they're invincible.
"The spots are definitely not for everyone. Young people are picking up pamphlets with a 65-year-old woman on the cover and probably tossing them out. We're really about creating a bold way of communicating the message in a fun way that's going to stop them in their tracks. We're hoping that they get the take-away message that is to be breast aware," the New York Daily News quoted her as saying.
According to The Los Angeles Times, the text of the ad reads: "Breast cancer is the leading cause of cancer death in young women ages 25 to 49."
However, the ad has not gone down too well with many people.
"It's pretty offensive. It looks like it's a Victoria's Secret or a bathing suit ad. Not an ad about women's health," a woman told 'Good Morning America'.
And although the 'Save the Boobs' ad drew a laugh from one man interviewed by ABC, he said that the ad did not really convey the dangers of breast cancer.
"I think the video grabs attention. It's very proactive sexually, but I don't know if it will communicate the dangers of breast cancer to men who might be compelled to give their wives an exam. Breast cancer is a very serious matter, and I don't think it should be taken lightly and made fun of," he told ABC News.