The Tweeting Bra: A Bra That Tweets From Nestle

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The Tweeting Bra Campaign by Nestle

What is The Tweeting Bra? Basically, it’s a bra that will tweet to remind about monthly breast self exam. The campaign itself is focused to increase breast cancer awareness among women and the need for self-examinations. How does it work? A unique apparatus is hidden under the hook of The Tweeting Bra. Every time this bra is unhooked, it sends an alert to a cell phone, the cell phone notifies a server, and the server generates the tweet.

Greek actress Maria Bakodimou is representative of this campaign. The campaign itself will last for two weeks. A dedicated website for the campaign includes tips for performing self-examinations and, of course, a Twitter account for the social bra. A very creative campaign. Take a look at this video:

http://www.youtube.com/watch?feature=player_embedded&v=N1hSNg37K38