Ellen Kuras of The Corner Shop/Outsider directed this spot which deploys a “bra cam” as a means to encourage women to do a self-examination of their breasts to help prevent breast cancer.
Agency McCann Paris came up with the idea of a hidden camera in a woman’s bra that records just how many people check out her cleavage on a daily basis. This leads to asking all women when was the last time they checked their own breasts. McCann went with a humorous, attention-grabbing way of reminding women that checking their breasts regularly can preserve their health and wellbeing. The video redirects to further information on how to conduct a breast self-examination.
The sponsor, FITNESS breakfast cereal, is committed to encouraging healthy routines in all aspects of women’s lives. This month, the company is looking to spark a social media movement prompting women to check themselves out. The initiative is designed to encourage women to “#CheckYourSelfie”.
According to the World Health Organization, 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.
