Undercover undergarment! To acknowledge October as Breast Cancer Awareness month, Nestle Fitness has launched a new buzzworthy campaign called #CheckYourSelfie. The company created a clever promo, featuring one female actress, Eloise Oliver, who attaches a hidden camera to her bright pink bra — which is exposed beneath her gray zip-up hoodie.

She then walks around London, going about everyday activities like having meetings in the office, sitting on a train, and getting coffee, to tally up how many people ogled her breasts. While some men and women (and babies and puppies!) were more subtle about stealing glances, the 1 minute 18 second footage exposed stares from a whopping 30-plus strangers.

The driving message of the video? "Your breasts are checked out every day," it says in the campaign's conclusion. "So, when was the last time you checked your own?"

The creators of the clip further explained their mission in a behind-the-scenes video. Director Ellen Kuras revealed the technology behind the bra, saying: "There's an on-off switch that goes inside the pocket. I can also control the camera from another little monitor."

Oliver, meanwhile, reflected on why she agreed to take part. "It was such an engaging idea," she mused. "A really approachable way and fun way of making sure that women check themselves, whether it be yourself, your partner." Smiling, she added: "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."

Watch the video above!