Rethink Breast Cancer is a new charitable organization dedicated to thinking differently about how to beat breast cancer. With so many other breast cancer foundations already out there, the TV PSA needed to launch Rethink and establish it as a credible organization with a different approach. The spot had to deliver a message about breast cancer in a way that caused people to embrace it and not retract in fear. We've all found ways to cope with cancer's threat by deflecting it - "everything gives you cancer these days, I can't do anything anyway" - so a humorous approach was used to draw people in. The spot "Man Breasts" is the result.

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