One in eight women will suffer from breast cancer at some point in their lives, and such a serious health challenge deserves its own well-meaning PSAs.

But the slightest hint of bare breast—and particularly a bit of nipple—will get your ads banned from Facebook faster than you can click Zuckerberg’s new angry button. So, how does a breast cancer prevention advocacy group help women more effectively check their breasts in the comfort of their own bathroom mirrors?

For ad agency David in Buenos Aires, the answer was simple—man boobs.

They’re real … and they’re either hilarious or disturbing, depending on your sensibilities.

David executive creative directors Joaquin Cubria and Ignacio Ferioli 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. So that’s how we decided to get to them.”

They had a problem, though—the mostly automated morality police.

“Breasts aren’t very welcome. They’re censored,” the creatives said. “Even when teaching how to perform a BSE for the early detection of breast cancer. That’s where ‘manboobs4boobs’ comes in. A health-related campaign that requires men to partake in order to succeed.”

At the very least, we think you’ll agree this video is a more effective demonstration of proper breast self-examinations than any peeling doctor’s office poster or infographic. The final belly slap was a nice touch, too.

CREDITS

Client: MACMA

Agency: David Buenos Aires

Executive Creative Directors: Joaquin Cubria / Ignacio Ferioli

Copywriter: Juan Peña

Art Director: Ricardo Casal

General Accounts’ Director: Emanuel Abeijon

Account Director: Lucila Castellani

Account Executive: Brenda Ranieri

Head of production: Brenda Morrison Fell

Agency’s Producer: Felipe Calvino

Production House: LANDIA

Executive Producer: Adrian D’Amario

Producer: Thomas Amoedo

Director of Photography: Nicolas Hardy

Sound Mix: PORTA Estudio

Music: Cluster

Editor: Ana Svarz

Clients: Irene Marcet / Isabel Geraige