In a first, exposed breasts images in ‘desexualised’ advertisement in UK shopping centres

Mumbai: In a bid to raise breast cancer awareness, adverts in UK shopping centres will display images of bare breasts, as reported in the Telegraph.co.uk. It will be the first time that completely exposed breasts will be shown on billboards in a ‘desexualised’ way.

Breast cancer awareness charity CoppaFeel! has come up with the new campaign, ahead of the Breast Cancer Awareness month. The main objective of the campaign is to normalise talks and images of breasts as often the body part is ‘sexualised in the media and pornograpghy’. It also aims in helping women be more confident about their bodies.

According to the report, words such as ‘squidgy’, ‘doughy’ and ‘firm’ have been printed across the photographs, which feature seven bare-chested women. The ads have the message: “When it comes to your boobs, there are hundreds of words you can use to describe them. So get coppin' and tell us #whatnormalfeelslike for you. Knowing #whatnormalfeelslike could save your life."

One of the ads for the campaign

Among the many shopping centres, the ads will be displayed in London's Westfield White City, St Enoch in Glasgow and the Cavern Quarter in Liverpool, on digital boards.

Previously, nipples have appeared on fashion ads — which have all been banned by the Advertising Standards Agency for sensationalism.