'Save the Boob' Ads Turn Heads, Spark Complaints

Just because breast cancer is serious, does that mean PSAs have to be?  "Save the boob" is the tag line on one irreverent video in a campaign for breast cancer awareness that's drawing fans—and furious complaints. Designers of the public service announcements aim to grab the attention younger women, and encourage them to do breast self-exams. One ad shows a well-endowed bikini babe sashaying past salivating onlookers. Another shows women "pledging allegiance" to their "girls, hooters, tatas and chichis."

The spots are "definitely not for everyone," a spokeswoman for Rethink Breast Cancer tells ABC News. "Young people picking up pamphlets with a 65-year-old woman on the cover are probably tossing them out. We're creating a bold way of communicating the message that's going to stop them in their tracks." But one viewer called the ads offensive. They "look like a Victoria's Secret ad, not an ad about women's health," she grumbled. (More breast cancer stories.)