To celebrate Breast Cancer Awareness Month in October, Nestle Fitness launched a campaign that involved attaching a camera to a bra. The campaign is called #CheckYourSelfie and aims to remind women to examine their breasts often in order to ensure their health.

Worn by an actress in London, the bra camera recorded each time her breasts were looked at as she went about her day. In the video, Eloise Oliver wore the hidden camera in a bright pink bra that was only slightly covered by a gray hoodie. Her colorful ensemble attracted the eyes of over 30 strangers in the 1 minute and 18 seconds of footage captured by the bra camera. Stares from men and women, even babies and puppies, each made a tick on a bra counter in the lower-right corner of the screen as Oliver did common activities in her routine such as getting coffee and sitting through meetings.

Bra cam captures many glances

At the end of the video, the message of the exercise is spelled out: “Your breasts are checked out every day. So, when was the last time you checked your own?”

It’s hilarious to see how some people couldn’t help looking at Oliver’s breasts, but it’s also an eye-opener for women who don’t really think much about breast cancer and whether they are susceptible to it. Oliver signed up for the experiment because she thought it was “an engaging idea.”

“A really approachable way and fun way of making sure that women check themselves, whether it be yourself, your partner. It was an interesting experience walking around with a hidden camera. It took me a little while to get used to it, but after a while I think I mastered angling slightly my boobs towards people,” she said.

Nestle Fitness has had experience before in launching quirky campaigns to get women to remember to check their breasts regularly. In 2013, they launched a campaign involving a bra that tweeted a reminder for a breast exam every time it was unhooked.

If “checking your breasts” http://t.co/Tg90GzkB80 PREVENTED breast cancer, we’d have it beat by now. pic.twitter.com/LumnE5dejK

— Christie Aschwanden (@cragcrest) October 2, 2014