Nestle Made a Bra Cam For Breast Cancer Awareness Month

September 30, 2014 12:57 PM EDT

In honor of October’s Breast Cancer Awareness month, Nestlé FITNESS launched a campaign encouraging women to #CheckYourSelfie.

How did the company drill the message home? By chronicling how often people ogle women’s breasts by implanting a camera in a bra. And it turns out that the volunteer’s breasts get checked out a lot, by men, women, babies, and dogs, alike.

To be fair, though, the woman in the video is walking around with a bright pink bra sticking out of her shirt, which is likely to draw attention — although far be it from us to knock a breast cancer awareness campaign.

This isn’t Nestlé’s first go at smart-bra innovation. In 2013, the company created a bra that tweets every time it gets unclasped:

We can only imagine what undergarment-related promotions 2015 will hold.

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