This breast cancer awareness PSA uses bright vibrant colors and upbeat music to playfully address a serious matter.
The PSA features a series of famous French female personalities covering their breasts with random objects, and reciting slang words for breasts. The ads end by urging women to get a breast screening. The PSA also promotes the statistic that if detected early, 90% of breast cancers can be cured.
The PSA was shot for Breast Cancer Awareness Month in October and was done by coffee brand Carte Noire in conjunction with BETC and the Pink Ribbon Foundation. The team behind the PSA didn't want to produce something negative and opted for a cheeky, encouraging video. In making the video, the team wanted to approach breast cancer in an uplifting and feminine way.