Who’s checking your boobs?

Nestlé’s Fitness cereal brand wanted to do its bit for October’s Breast Cancer Awareness month. So it asked agency, McCann Paris, to come up with an idea. And this is a beauty.

The agency hid a camera in the button of a woman’s bra to document how many times her boobs were looked at. The agency did stack the deck just a little…

…But the stunt makes a strong point nonetheless: “Your breasts are checked out every day. So, when was the last time you checked your own? Checking your breasts regularly helps prevent breast cancer.”

Thirty-six people (plus a dog and the woman, herself) took a sneak peek at the woman’s boobs as she went about her daily business in London.

Early detection is an important weapon for surviving breast cancer. Breast cancer is the second leading cause of death by cancer among women and 40% of diagnoses are made after a woman feels a lump on her breast. It is estimated that 5,000 women will die from breast cancer in 2014.

Here is the story behind the stunt:

The hashtag #CheckYourSelfie is being promoted via the campaign to spread the word about breast self-exams.

Nestlé spoksperson, Nicolas Guillon, stated, “The new video was launched as part of the company’s annual Pink Ribbon commitment to build awareness about breast cancer and to raise funds in partnership with local charities in more than 20 communities where Nestlé Fitness operates.”

Creative credits:

Agency: McCann Paris