You probably made the same mistake I did, thinking this was some kind of macabre statement about breast cancer. It‘s not; this isn’t a cadaver with a missing breast, even though that‘s exactly what it looks like. It’s actually from a series produced for the UN‘s millennium development goals campaign.

The dumb-founding copy doesn‘t really make it any clearer:

To beat poverty, we need something loud and strong.

Make your heart beat for the millennium development goals.

StandAgainstPoverty.org

Speaking now to writers: can you imagine writing a sentence like, ’make your heart beat for the millennium development goals’ – and then not immediately deleting it? And looking furtively around to make sure nobody was looking over your shoulder and saw your momentary lapse of sanity?

If you dig around (which I did, so you don't have to), it seems they want people to participate in events during the millennium development goals review summit in September (sorry; we missed it). Though I'm not sure. They never actually come right out and say that. They just hint at it.

I know I keep saying the same thing about these stupid nonprofit ads, but that’s because they all seem to be stupid in the same way: they substitute abstraction for clarity.

I think that some people at ad agencies are so thoroughly flummoxed by the fact that the ’customers’ of nonprofits just give away their money for ’nothing’ in return that they go into a conceptual tailspin.

Thanks for the tip to Osocio.