Superheroines take on many villains in comic books, and they are a great source of empowerment and personal strength for the female spirit. Who better to promote these attributes in real life against one of the greatest threats to millions of women around the world? That was the idea behind the Mozambique Fashion Week‘s breast cancer awareness campaign used during their annual fashion and cultural event in Maputo this December 5-10. MFW teamed up with Associação da Luta Contra o Câncer and the amazing talents of Illustrator Maísa Chaves to create this beautifully depicted series featuring Wonder Woman, Storm, She-Hulk and Catwoman:
Mozambique Fashion Week’s breast cancer campaign is a collaboration with the office of first lady Maria da Luz Dai Guebuza. The MFW website states:
Alongside the fashion shows, the Mozambique Fashion Week promotes this project which focuses on publishing and disseminating information about this disease that has victimized many women in order to achieve an improvement in prevention and also in the provision of alternative breast cancer treatment in Mozambique.
The main objective of this campaign are to:
- Inform and disseminate the disease in the adolescent and youth community and the public in general, in order to change the attitude and behavior towards the disease.
- Raise funds to support this project of the fight against breast cancer.
- Contribute to an improvement of prevention resources.
To that end, advertising firm DDB Maputo was commissioned to create the superheroine-themed self-screening images. The work is most likely not officially licensed by Marvel or DC Comics, who own the characters depicted. Regardless, readers of Ads of the World have reacted favorably to the campaign by awarding each piece at least seven out of 10 stars.
That the iconic characters’ faces are obscured speaks to the important message of the ads, which reads:
Nobody’s immune to breast cancer. When we talk about breast cancer, there’s no women or superwomen. Everybody has to do the self-examination monthly. Fight with us against the enemy and, when in doubt, talk with your doctor. [via ComicsAlliance]