Breast Cancer PSAs Raise Eyebrows

Sept. 23, 2009 -- "Save the boobs" is one tag line.

"If men had breasts they'd appreciate them" is another.

"I pledge allegiance to my girls. To my cheechees, to my hooters, to my tatas. And to tell my doctor about any changes I see or feel immediately."

Are these breast cancer awareness PSAs or bits of dialogue from a fraternity comedy?

M.J. Decoteau, founder of Rethink Breast Cancer, says her organization had to find a way to reach young people who believe they're invincible to a disease that, in reality, is the leading cause of cancer deaths in young women.

"The spots are definitely not for everyone," she says. "Young people are picking up pamphlets with a 65-year-old woman on the cover and probably tossing them out. We're really about creating a bold way of communicating the message in a fun way that's going to stop them in their tracks. We're hoping that they get the take-away message that is to be breast aware."

Decoteau says the PSAs also ironically target and poke fun at men -- but only because they can be part of the solution.

"We hear time and time again from women who have found a lump in their breast that they asked their husbands or their boyfriends to get involved when they're scared to check," she says. "We encourage women to get their partners involved."

But not everyone believes "Save Boobs" is going to save lives.

"It's pretty offensive," one woman told "Good Morning America." "It looks like it's a Victoria's Secret or a bathing suit ad. Not an ad about women's health."