Nestlé FITNESS' Breast Cancer Awareness Campaign Involves a Hidden Camera
Laura McQuarrie — October 1, 2014 — Marketing
Since the month of October marks the start of Breast Cancer Awareness Month, this breast cancer awareness campaign from Nestlé FITNESS reminds women to get themselves checked out. The 'Bra Cam' stunt involves a woman wearing a revealing pink bra and little else on top, along with a hidden camera. Naturally, there are tons of men and women who give her chest area the eye. Throughout the course of one day out and about in London, the woman involved in this experiment catches 36 people staring directly at the hidden camera in her bright pink bra.
The clever #CheckYourSelfie campaign notes that "Your breasts are checked out every day," but asks when was the last time you checked them out for yourself in order to take action against breast cancer.
The clever #CheckYourSelfie campaign notes that "Your breasts are checked out every day," but asks when was the last time you checked them out for yourself in order to take action against breast cancer.
Trend Themes
1. Breast Cancer Awareness - Opportunity for innovative campaigns and initiatives that promote breast cancer awareness and early detection.
2. Hidden Camera Marketing - Potential for brands to use hidden cameras in creative ways to capture authentic reactions and engage with their target audience.
3. Personal Health Monitoring - Emerging trend in wearable technology and smart clothing that allows individuals to monitor their own health status, including breast health.
Industry Implications
1. Healthcare - Disruptive innovation opportunity for healthcare providers to develop advanced screening techniques and technologies for early detection of breast cancer.
2. Marketing and Advertising - Opportunity for marketing agencies to leverage hidden cameras and unconventional tactics to create engaging and impactful campaigns.
3. Fashion and Apparel - Potential for fashion brands to incorporate health monitoring features into garments, such as camera-embedded bras, to promote wellness and awareness.
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