A breast cancer campaign featuring a cartoon character squeezing a nipple and another painted with breasts as its head is getting much criticism in Singapore.

The campaign with the tagline "Are you obsessed with the right things?", was launched by the Breast Cancer Foundation in order for women not to take their health for granted.

Besides the cartoon characters, it also featured the buttocks of a woman painted on bare breasts, reports Sin Chew Daily.

Foundation general manager Christine Ang said it was satisfied with the advertisements as these had clearly sent out the message to women.

According to the advertisement's creative director, Thomas Yang, its team found that many women were obsessed with their appearance, such as their hair, pimples or weight.

"So our team decided to use the naked female body as a canvas to capture public attention and focus on the right part of their body," the Star Online quoted him as saying. (ANI)