Nestle's Fitness brand cereal is kicking off a new effort this month to remind women to check their breasts for signs of cancer. Agency McCann Paris placed a "bra cam" in a woman's cleavage as she walked around London in a (fairly revealing) low-cut top; in the resulting video, we see a bunch of Londoners -- male, female and even babies -- checking out her breasts throughout the day. The film, directed by Ellen Kuras of Corner Shop / Outsider, ends with the message: "Your breasts are checked out every day. So, when was the last time you checked your own?" The social media campaign encourages women to tweet using the hashtag #CheckYourSelfie and invite their friends to do the same.