Macma, an Argentinian breast cancer awareness group knows that social networks have a tendency to remove photos of female breasts, so they found a way around the issue by using a shirtless man of size to demonstrate how to detect breast cancer.

Macma

The video, which features a man named Henry standing in front of a woman demonstrating a complete breast examination using his chest, was released on April 19th and has more than 139,000 views. The campaign was created for Macma free of charge by David Buenos Aires, with a goal of increasing self exams in women over 25, and to shine a light on the double standard of censoring women’s breasts while freely allowing men’s to be seen.

Macma

While this isn’t the first campaign to use a male chest to get around censorship issues, it’s one of the first we’ve seen that utilizes a big gent to make their point. You can get in on the movement by sharing the video, or making your own and tagging it with #manboobs4boobs on your favorite social network.