[WATCH] Nobody can resist checking out Abigail Azzopardi’s breast in Nestlé’s cancer appeal

Nestlé Malta, through its Fitness brand, has launched a bracam video on digital and social channels to support the worldwide effort of raising awareness about the importance of regular check-ups to help prevent breast cancer.

The video shows a woman roaming a few busy streets and shops across Malta. She was asked to wear a pink bra fitted with a hidden spy camera to capture people’s reactions when she walks by. An on-screen counter keeps record of the number of times that her Pink bra is “checked out” by passers-by.

The key message embedded in this social media campaign reinforces the need to remind everyone that the best way to prevent breast cancer is to check oneself regularly. Proper check-ups by competent medical practitioners are widely available from established clinics. One can also conduct monthly self check-ups to help in early detection. Self check-ups can be done at home, at any time and more frequently.

“We wanted to find a different way to engage with our audiences. We are posing a simple question: your body is regularly “checked out” by passers-by, so why not have your breasts checked out properly by medical practitioners for prevention or early detection of breast cancer? The answer could save lives. At Nestlé Fitness, we support the health and wellbeing of everyone. That’s why we've been proud supporters of the breast cancer awareness initiative for the past 6 years and we will not rest before this simple message reaches everyone,” Melania Calleja Pellicano, Group Product Manager at Nestlé Malta Limited, said.

Nestlé Fitness is also running a parallel social media campaign on Facebook using hashtag #checkyourselfmalta designed exclusively to provide educational information on the prevention and early detection of breast cancer awareness.