Take the case of breast cancer awareness group Movimiento Ayuda Cáncer de Mama.
The Argentine organization wanted to make a video to teach women how to do breast self-exams — but they knew footage of a topless woman wouldn't fly.
So MACMA found a way around the double standard by, well, embracing it.
Thus was born #ManBoobs4Boobs.
In the video, a topless woman — her nipples obscured by Facebook and Instagram logos — demonstrates how to check for problematic lumps and other potential signs of cancer... on her co-star, a topless man.
The video makes sure to remind its male viewers that the steps are equally important for them.
All in all, it's a clever marketing tactic bearing more than one important message.
Check out the full PSA below: