Last but not least: Social Breast Checking

If women checked their breasts as often as their smartphones, many cases of breast cancer could be prevented. So says a campaign by DDB Singapore. Although it probably wouldn't even be necessary - considering that, according to the study published on Tuesday Smartphone infographic Swiss women use their smartphone 85 times on average and probably "check" Facebook, Twitter and Instagram just as often. And - in contrast to early detection - it's not even a matter of life and death. You don't have to take the campaign too literally - the simple, meaningful graphics convey the message directly to the recipient anyway.

McCann chose a similar message to motivate regular self-monitoring on behalf of Nestlé Fitness. In London, the agency hid a camera near a test subject's décolleté and filmed her daily routine. The not particularly surprising, but sometimes amusing result: the tester's environment seemed to be noticeably interested in her bust size. Not only men, but also women and even children took a quick look at what was on show. The conclusion this time: if everyone else is constantly "checking out" their own breasts, women might as well do it themselves. I wonder if this also applies to women with less revealing cleavages? (hae)