I absolutely love this campaign!
The CEO of bra company PrimaDonna, Ignace Van Doorselaere, makes his male employees wear simulated E-cup-sized breasts for an entire work day so they can experience what it’s like to have large breasts and better understand what women go through every day.
“There is only one way for a man to realize what an E-cup feels like, and that is having an E-cup,” Van Doorselaere says. In order to simulate the feeling of carrying around E-cup-sized breasts, the men wear weights hung around their necks.
“Let’s be honest, an E-Cup can weigh up to 1 or 1.5 kilograms (2.2 to 3.5 lbs) per breast,” Van Doorselaere says. “This is a lot. It hurts your neck. It hurts your back. Imagine you are that woman. Carry those breasts for an entire day. That’s why you need good support. Good support is important. Everybody at PrimaDonna knows that now.”
(Originally appeared in Good)