nestle fitness tweeting bra raises awareness for breast cancer

nestle fitness tweeting bra raises awareness for breast cancer

developed as part of a new marketing campaign for nestlé fitness, ogilvyone athens has designed a social media-based bra that composes tweets every time it comes undone. the initiative aims to raise breast cancer awareness and encourage the need for monthly self-examinations. to power the high-tech undergarment, a built-in low voltage bluetooth unit is embedded into straps, automatically tweeting when disconnected. for two weeks, the connected bra will track greek TV star maria bakodimou around: whenever her bra is unhooked, it will send a live tweet to the designated campaign twitter account. to learn more, you can visit the ‘tweeting bra’ website here.

tweeting bra
video courtesy nestléfitness

the initiative aims to raise breast cancer awareness and encourage the need for self-examinations

detail

low voltage bluetooth unit