Sexy breast cancer ad uproar

A sexy new ad to combat breast cancer has created headlines in Canada and the US.

The ad shows a young woman in a bikini whose breasts are stared at by men and women at a pool party. The pay off line tells viewers, "You know you like them, now it's time to save the boobs."

The ad sparked a question on the popular Huffington Post website, is this ad too sexy?

The ad was put together by a charity called Rethink Breast Cancer, which lists top cancer specialists among its members, and it aims to spread awareness of the disease to a younger generation.

It says it uses a "bold, enterprising and entrepreneurial approach" to spread the word among younger men and women instead of just handing out brochures that nobody reads.

Ms Sovani wrote to the Huffington Post saying the ad was for "Boobyball" a fundraiser for women under 30, "to get aware about a serious subject that affects women my age (but is often thought of as a "grandma's disease")"

The charity founder, M J Decoteau told ABC News in the US, that young people did not pick up pamphlets with a 65-year-old on the cover.

"We're really about creating a bold way of communicating the message in a fun way that's going to stop them in their tracks. We're hoping that they get the take-away message that is to be breast aware."


Watch the racy video here.

- NZ HERALD STAFF