FITNESS Launches the World’s First ‘Bra Cam’

McCann Paris has created a worldwide campaign in partnership with Nestlé Cereals brand FITNESS to inspire and unite women in the fight against breast cancer.

FITNESS is showing its commitment to encouraging healthy routines in all aspects of women's lives by igniting a social media movement where women around the world are reminded to check themselves out, and to encourage the women they love to #CheckYourSelfie.

The impetus to this movement is given by a Bra Cam video (above) which launched today (25 September). McCann Paris created the film with a camera hidden in a bra that records just how much breasts are “checked out” on a daily basis. Women in the video are also asked when the last time they checked their breasts was. It’s a fun and attention grabbing way of reminding women that checking their breasts regularly helps prevent breast cancer.

Women are encouraged to promote checking themselves out by posting #CheckYourSelfie on social media and inviting their friends to do the same.