Novel ad avoids nip­ples pol­icy

The Press - - News -

Kiwi prud­ish­ness has com­pli­cated the Breast Can­cer Foun­da­tion’s adap­ta­tion of a Scot­tish ad­ver­tise­ment cred­ited with a mas­sive in­crease in breast can­cer aware­ness in Scot­land.

The foun­da­tion said it had to find creative ways to get its mes­sage across af­ter the Com­mer­cial Ap­provals Bu­reau told it nip­ples were not al­lowed in tele­vi­sion ad­ver­tis­ing.

The foun­da­tion had been con­sid­er­ing a New Zealand adap­ta­tion of the ad­vert made last year for the Scot­tish Govern­ment fea­tur­ing ac­tress Elaine C Smith.

The Scot­tish ad­vert high­lighted some of the lesser-known symp­toms of breast can­cer ‘‘be­yond a lump’’, and led to a 50 per cent in­crease in the num­ber of Scot­tish women con­sult­ing their doc­tor about pos­si­ble breast can­cer symp­toms.

Con­strained by New Zealand’s ‘‘no nip­ples’’ rul­ing, the foun­da­tion said it had worked with agency Colenso BBDO to de­velop The Naked Truth cam­paign, in which strate­gi­cally-po­si­tioned pot plants, balloons and cup­cakes il­lus­trated symp­toms such as skin changes, changes in size, and red­ness.

The cam­paign will screen through­out Oc­to­ber, urg­ing women to re­port any changes to their doc­tor and invit­ing women to visit a new web­site www.any, for more ed­u­ca­tion.

‘‘Around half of the breast can­cers in New Zealand are first de­tected through a symp­tom that the woman no­tices,’’ foun­da­tion chief ex­ec­u­tive Van Henderson said. ‘‘Yet only 5 per cent of women are aware that puck­er­ing or dim­pling of the skin can be a symp­tom, and only 2 per cent know an in­verted nip­ple may mean breast can­cer.

‘‘We be­lieve the im­por­tance of know­ing all the signs and symp­toms far out­weighs the CAB’s con­cern, and we wanted women to know ex­actly what those signs look like.’’

The New Zealand bu­reau is sep­a­rate from the Ad­ver­tis­ing Stan­dards Author­ity.

It is an in­dus­try body with, ac­cord­ing to its web­site, the pur­pose to ‘‘pro­tect the rep­u­ta­tion of broad­cast­ers and min­imises com­pli­ance risks for ad­ver­tis­ers by vet­ting all tele­vi­sion ads be­fore they are broad­cast’’.

Bu­reau gen­eral man­ager Rob Hoar said the bu­reau gave the foun­da­tion the same ad­vice it gave any­one who wanted to show nu­dity in ad­verts, which was that the pre­vail­ing view was peo­ple did not want to be con­fronted by nu­dity dur­ing prime­time tele­vi­sion. Peo­ple also wanted tele­vi­sion ad­ver­tise­ments to have a higher stan­dard than that re­quired in pro­gram­ming.

The bu­reau’s rule of thumb was no gen­i­talia and no fe­male nip­ples, no mat­ter how good the cause, Hoar said.

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