I am a bit confused with this Komen Italy Online Breast Cancer ad. Why? Read on.
First look at the bare back ad above.
The ad copy reads (in Italian), “Per il 90 % dei tumori del seno c’e una cura che non lascia segni. La prevenzione. Dai il tuo contributo per sostenere la lotta ai tumori del seno.”
English Translation:
For ninety percent of breast cancer, there is a cure that leaves no marks. Prevention. Contribute to the fight against breast cancer Src
In other words, the message is, 90 percent of breast cancer is curable without leaving any marks on the body. But, the ad poster depicts almost one third of the women body gets a mark of the brassier that they wear.
Now, I found this poster misleading. As per my perception, just like these marks at the woman’s back, breast cancer also leaves you with marks.
What the agency tried to make out (probably), UNLIKE the bra straps marks, 90% of breast cancer patients CAN be cured without getting a scar.
The message is just not coming across straight. Its too far complicated.
Comments
Krish,
Maybe you are reading too much into the ad. The marks on the woman’s back are tan lines and it’s depicting a woman who’s had a mastectomy. The odd tan lines imply the missing breast (the mark on the body). Having lived in Italy, I believe it’s actually quite effective for the target market (young Italian women).