FITNESS: #CheckYourSelfie

FITNESS LAUNCHES WORLD’S FIRST “BRA CAM” BY MCCANN PARIS TO REMIND WOMEN TO “CHECK YOURSELF OUT” REGULARLY
Innovative Technology Captures How Many Times Women’s Breasts are
Checked Out In One Day

September 25, 2014 -- McCann Paris has created a worldwide online campaign in partnership with Nestlé Cereals brand ‘FITNESS’, to inspire and unite women in the fight against breast cancer, by driving global awareness around the importance of breast self-examinations.

FITNESS, a breakfast cereal, is committed to encouraging healthy routines in all aspects of women's lives. This month, they ignite 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 the Bra Cam video launch on September, 25th. McCann Paris created the “Bra Cam”: a camera hidden in a bra that records just how much your breasts are “checked out” on a daily basis and in an online film asks women when they last checked their own. It is a fun and attention-grabbing way of reminding women that checking their breasts regularly helps prevent breast cancer. The video highlights the importance of breast self-examination and redirects to medical information on how to do it properly.

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

According to the World Health Organisation, breast cancer is the foremost cancer in women, both in the developed and the developing world, with early detection playing a key role in controlling breast cancer outcome and survival. Nestlé FITNESS is actively supporting breast cancer charities in over 20 countries. There is no paid advertising support in the U.S. However, the hope is that women around the world will participate.

Link to Video: http://youtu.be/8Gr1OJbidw8
Link to Behind the Scenes footage: http://youtu.be/MzWhHZWppTk