Save the boobs! (October is breast cancer awareness month).

A new PSA announcement created by the Canadian Rethink Breast Cancer charity is raising eyebrows and dropping jaws.

On Tuesday, the L.A. Times was among the first to report the hype the new PSA is receiving. CNN and other news sources were soon to follow.

To say the least, the ad uses sex to sell the idea of breast cancer awareness to both men and women alike. The L.A. Times summarized the scene both adequately and creatively noting that in the ad, "a voluptuous young woman in a white bikini walks into a pool party scene. Strip-club music kicks in and the camera slow-mo's her fleshy assets while the partygoers attempt to pick their jaws up off the ground. No discreet, quick-cut editing here. The camera stares, unblinking, unashamed, at the woman's figure."

And just like that, the media began to buzz. The conversation seems to center over whether using sex to sell awareness is too racy or just right. The response from young people, including the woman who volunteered to star in the ad, believe it to be revolutionary and intending to reach a younger audience. CNN reports that she is an MTV Canada news anchor, and well known throughout the country.

Either way, her chest has now received celebrity status among American media.

Many believe the ad to be too racy, but others justify its production with a fair comparison to beer commercials and clothing ads. If a woman's body is used to sell material goods, why couldn't it be used as a means of awareness and education?

The advertisement report from the L.A. Times putes it quite nicely, stating: "If this were a Budweiser commercial, the bluestockings, psalm singers and family focusers would be going completely mental, but in this case the morals police have no grounds to object unless they want to come off as somehow pro-breast cancer."

USA Today featured the ad on its website, and biasly seems to agree with the makers of the ad. The paper wrote of the ad as a "bold, enterprising and entrepreneurial approach" to spread the word among younger men and women instead of just handing out brochures that nobody reads.

It also noted that top oncologists serve on the board of directors for Rethink Breast cancer.