‘Size matters’ billboard promoting breast augmentation sparks outrage

CATCHY advertising, or awful and offensive? Hundreds are calling for this giant billboard to be taken down.

A plastic surgery billboard in California is drawing complaints from some.

CATCHY advertising, or totally offensive?

A giant billboard on a major freeway in Murrieta, California is stirring up controversy, with a local high school student launching a petition to have it taken down.

The billboard features two takeaway coffee cups — a smaller one labelled ‘B’ and a larger one labelled ‘D’ — with the phrase “size matters” separating the two.

The sign was erected by plastic surgeon Brian Eichenberg back in January to advertise his most popular procedure — breast augmentation. He argues the ad is really just about prompting a discussion.

“One of the reasons we put this billboard up was to promote discussion about women’s health and it’s meant to be a joke, it’s meant to be satire,” Dr Eichenberg told ABC7, admitting he’s copped some flack for it.

But it didn’t sit too well with 15-year-old Anna Gorski, who launched a Change.org petition three weeks ago to have it removed and is swiftly gaining hundreds of signatures.

“It’s degrading, it objectifies women’s bodies ... it’s not as harmless as he thought it was ... hundreds of people take it to heart, I think it’s offensive,” Ms Gorski says.

“I don’t think size matters. I don’t think a billboard should be telling me that size matters.”

The online petition reads: “We, as a community, should have the right to live in a city without having to be reminded that someone’s breast size isn’t good enough.

“This billboard is demeaning, objectifying, and inappropriate as it attacks women’s bodies and promotes low self-esteem.”

Dr Eichenberg said the divisive billboard has generated plenty of publicity for the company.

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