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Matt in Western Australia's picture
Matt in Western...
4 Activity Scores


Oh how wrong you are. Men DO get breast cancer, (not many, but they do; I know of two). Obviously you have little or no knowledge of this terrible disease. You miss the point also. It's not just designed to tell women that if they don't check their breasts they may lose them (or worse), it's telling them HOW to check them.

This may have a slightly male-centric title but like men, women will also click on the site through curiosity. When the viewer watches the film they'll see it's not erotic, just a scientific approach to teach them how to look for abnormalities. It's also a great idea for people who might be too embarrassed to learn this technique from a first-hand demonstration.

Even if more men watch it than women, I'll wager if those guys value their partners, they'll tell them about the site and see if they know how to check properly for any changes. Even if this execution proves to reach largely men who then mention it to their (female) partners, that's a good thing in my book.

Sure, the site takes a while to load and the subject's eyes appear a little distracted by script cards, but all in all, an effective message. Well done Target and the agency involved.

As the husband of a fabulous lady with terminal breast cancer now seeing the awful things she has to endure, I know how important it is for everyone (men and women) to check your breasts from the time they are developed.

Anthony from San Diego, my best wishes to your wife and yourself.