Taika Waititi directs Breast Cancer Foundation’s shower ad promoting breast checks
The Breast Cancer Foundation of New Zealand has launched a new awareness campaign directed by Taika Waititi featuring a humorous shower scene to encourage breast self-checks. The ad aims to normalize health discussions by using comedy to overcome the awkwardness often associated with the topic.
Why it matters
Using high-profile creative talent for public health messaging can significantly increase engagement and awareness for preventative health screenings.
A shirtless man rubbing his pectorals in the shower, directed by acclaimed Kiwi film-maker Taika Waititi, is the latest move by the Breast Cancer Foundation to get women thinking about their health.
Save Your Life – Rinse & Repeat , an ad described as “tongue-in-cheek”, features 27-year-old Kiwi actor and model Xavier Garneau-Roughan lathered up in a steamy shower, sporting a cheeky grin and instructing ladies to do a breast check while mimicking the actions.
“We can’t yet show a woman in the shower [doing a self-breast check], so we wanted it to be a little bit tongue-in-cheek,” Breast Cancer New Zealand chief executive Vanessa Sorenson says.
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