What you're seeing in the photo is a Booby Booth. A what?! Well, it's part of a new campaign to get you thinking about boobs.
In order to raise awareness, Canadian charity, Rethink Breast Cancer has come up with an attention-grabbing new campaign involving topless women on a "Booby Wall."
Rethink is asking women to go topless for online photos in which they bare their breasts. The images will be posted online at www.boobywall.ca to encourage women to grab, touch and feel their own breasts to get familiar with them in order to detect abnormalities later on.
Their tagline? Show your breasts some TLC (Touch, Look, Check.)
It was launched this week by Schick Canada, a razor company, asking women to upload photos of themselves along with a message.
"More young women need to be breast-aware and need to be participating in checking their breasts," said MJ DeCoteau, executive director of Rethink.
Their goal is to get women less shy about being familiar with their breasts, because their apprehension to go for checkups and feel their own bodies results in breast cancers that could easily have been eliminated had they been caught on time.
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