MACMA - THE ART OF SELF EXAMINATION

Don't touch the artwork is the first rule of any museum. Imagine visiting an exhibit where touching is not only encouraged, it's the basis of the entire display? “The Art of Self Examination“ was displayed in the Hispanic American Museum of Art Isaac Fernández Blanco in Buenos Aires. It's the latest collaboration from David Buenos Aires and MACMA, an Argentinian-based breast cancer nonprofit. The campaign is based on an article from The Lancet magazine, plus the work of Dr. Liliana Sosa, who noted that models in Rembrandt's Bathsheba Holding King David's Letter, Rubens' The Three Graces and Rafael's La Fornarina showed potential signs of breast cancer. After hundreds of years and countless eyes on these masterpieces, possible signs of illness were hiding in plain sight. The agency worked with Dr. Sosa to recreate these masterpieces so attendees could touch the paintings and feel the signs of breast cancer—lumps, skin retraction and swollen lymph nodes—on the art. For one week, visitors could learn the war