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Too much awareness?

Awareness ads from the Breast Cancer Fund have proved to be too much for the open-minded San Francisco Bay area. The three "Obsessed With Breasts" ads feature models with the superimposed chest of Fund founder Andrea Martin, who has had a double mastectomy. Martin says she expected the bus shelter ads to draw attention but not this much. Outdoor Systems turned down the ads for about 20 sites, then were taken down; and they’re still up at some 16 others. The ads mimic Victoria’s Secret and Calvin Klein ads and Cosmopolitan covers. All can be viewed on the breastcancerfund.org Web site. Martin says the ads, created pro bono by BBDO West, SF, are a pilot project and may also run in other cities. But she admits: "If it can’t play in San Francisco, we’ve really got some problems."


Dan Lippe, Advertising Age. February 2000.

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