Without reading the copy, what would you think this ad is selling? 

This is an image from the Breast Cancer Research Foundation's new PSA campaign. Here's their strategy:

We wanted to be honest and open. We wanted to create an image of a woman that a large number of women could identify with. And deliver a message that is as much about hope as it is about hard truths.

Cancer is ugly. Women are beautiful. We wanted the photograph to suggest all the strength, courage, vitality and radiance of a woman touched in some way by breast cancer. We wanted it to be timely and timeless.

Step 1 in communications is always getting attention. Using this kind of image does the job, and tastefully I think most donors would say. I admire BCRF's courage and clarity. Many health organizations prioritize being non-controversial and "safe" over being effective. What do you think about this ad?