Bronze
Pharma & Medical
Social Responsibility/Awareness
| Entrant: | Area 23, an IPG Health Company, New York |
| Brand: | Aesthetic Flat Closure Awareness |
| Title: | "Life Models" |
| Corporate Name of Client: | Not Putting On a Shirt, Pittsburgh |
| Client President and Founder: | Kim Bowles |
| Agency: | Area 23, an IPG Health Company, New York |
| Global Chief Creative Officer: | Tim Hawkey |
| Executive Creative Directors: | Jason Graff/David Adler |
| Group Creative Directors: | Matt Cohen/David Alvarez |
| Creative Directors: | Diego Torgo/Widerson Souza da Silv/Thiago Fernandes |
| Associate Creative Directors: | Renan Bulgari/Victor Afonso |
| Agency Group Copy Supervisor: | Molly Jennings |
| Agency Group Art Supervisor: | Shadya Lopez |
| Agency Executive Producer: | Lisa Petroni |
| Agency Senior Producer: | Monika Magda |
| Agency SVP, Group Director Producer: | Chinkara Singh |
| Agency SVP, Group Director Production: | Renee Jun |
| Agency Management Director: | Karina Kizner |
| Production Company: | Famous Who?, São Paulo |
| Production Company CEO, Founder, Creative Director: | Henrique Tanji |
| Director: | Jean Paulo Lasmar |
| Executive Producer: | Fred Farah |
| Producer: | Renata Dy Sousa |
| Director of Photography: | Auden Bui |
| Post-Production Company Motion Coordinator: | Edgar Magoo Martilino |
| Post-Production Company Motion Artist: | Gabriel Donati |
| Production Companies Editors: | Rodolfo Belon/Rayane Caldas |
| Production Designer: | Kelsey Hannah Walsh |
| Post-Production Company: | Biruta Filmes, São Paulo |
| Executive Post-Producer: | Fernanda Carpinelli |
| Post-Producer: | Ivan Lemos |
| Post-Production Company Colorist: | Ricardo Herling |
| Music Production Company: | Ritmika Audio Arts , São Paulo |
Description:
According to studies, women’s breasts are among the most consequential symbols of femaleness in the US. So, it is not surprising that 50% of the 100,000 American women who undergo a mastectomy every year choose to reconstruct their breasts—even though this might not be a healthier choice for all.
Most women are not given the option of going flat, or Aesthetic Flat Closure (AFC), as an alternative by their plastic surgeons, and many who would prefer to stay flat are dismissed by their plastic surgeons and pressured into reconstruction.
There are many stories of women who selected AFC and woke up from anesthesia only to find the surgeon had left excessive skin in place for when they change their mind, saying, “you’ll thank me later.”
Life Models is a live figure drawing class that redefined the beauty standards for women with breast cancer.
We took over a regularly scheduled figure drawing class, where typically conventional nude models pose for student artists.
Unbeknownst to the students, we brought in an unconventional model—a woman who chose to go flat after mastectomy. This experience surprised artists and challenged them to defy beauty standards—the same standards that coerce women with breast cancer to undergo reconstructive surgery without being offered AFC as an alternative.
We displayed 30 original artworks from the class at an art exhibition in NYC and invited members of the flat community, women with breast cancer, surgeons, and the general public.
The class and exhibit both were captured in a short film, which has become a powerful educational tool, moving AFC outside of the medical setting and bringing it into our culture through art.