Nestlé launches ‘Bra Cam’ campaign for Fitness cereal brand to drive awareness of breast examinations

Nestlé has launched a campaign for its Fitness cereal brand using a ‘Bra Cam’ to drive awareness around the importance of breast self-examinations ahead of Breast Cancer Awareness Month.

The campaign will be underpinned with social media activity where women will be reminded to check themselves out and to encourage other women to #CheckYourSelfie.

Meanwhile the Bra Cam, created by McCann Paris, is a camera hidden in a bra that records how much a woman’s breasts are “checked out” on a daily basis.

An accompanying online film asks women when the last time they checked their own breasts and redirects to further information on how to conduct a breast self-examination.

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