A hidden camera experiment has unraveled something that many of us may already knew: people like to stare at breasts. But the Nestlé FITNESS Bra Camera wanted to drive home a more important message. To remind women of the importance of regular breast self-exams for warning signs of cancer.
McCann Paris was the advertising agency behind the concept for Nestlé's latest Pink Campaign for October's National Breast Cancer Awareness Month.
Bra camera volunteer Eloise Oliver went through her day all around London wearing a bright pink top, fitted with a camera no bigger than a button. The hidden camera video was supposed to illustrate how everyone (well, mostly men) check out women's breasts all day -- so women should do the same and check their own girls for signs of breast cancer.
A total of 36 men and women were caught ogling at her cleavage (official count was 38 if you include a dog at the park and the volunteer herself) -- or perhaps they were just drawn to the stark contrast of her hot pink bra top against the rest of her gray outfit?
The end of the video shows Oliver looking at her own breasts in the mirror with the caption: "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."
The hashtag #CheckYourSelfie is being promoted in connection with the campaign to spread the word about breast self-exams.
Speaking on behalf of Nestlé, Nicolas Guillon says that the bra cam video campaign not only raises awareness for women to do self-checks, but also helps raise awareness for breast cancer research.
"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," he said.
Early detection plays a key role in the survival rate against breast cancer. Statistics show that it is the second leading cause of death by cancer among women and 40 percent 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.
