A Canadian charity called "Rethink Breast Cancer" has stirred up some controversy with their new breast cancer awareness PSA called "Save the Boobs". It features a buxom young woman in a bikini whose breasts are being admired by men and women alike. The tagline is "You know you like them, now it's time to save the boobs."

The ad is clearly aimed at a younger generation and is designed to be memorable as well as appeal to men:

"The spots are definitely not for everyone," charity Founder M.J. Decoteau told ABC News. "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."

I like the t-shirts they put out that say "Save the tatas".

Definitely a different way to raise awareness but I suppose that's the best way to get many men to pay attention to the subject.

They were selling the "Save the Boobs" T shirts here at the NY State Fair last month.