‘The Tweeting Bra’ Sends a Tweet Each Time You Unclasp It [Video]

The bra, being part of the Nestlé SA campaign, is designed to tweet every time it is unclasped.

If you’ve ever wished you could tweet from your bra, your dreams are about to come true. This week, Nestlé SA launched an advertising campaign in Greece: the Tweeting bra. The Tweeting bra is the brainchild of Greek marketing group OgilvyOne Athens, who developed the bra to be part of a new campaign for Nestle Fitness.

The bra is part of Nestle Fitness’ new campaign, which promotes breast cancer awareness and the need for women to perform self-examinations in an effort to keep their health in check.

It is a special high-tech bra that tweets each time it is unclasped, as it has a low-voltage Bluetooth device sewn into the back of the bra that detects each time the wearer unhooks it, and sends a message to a mobile phone that is programmed to automatically post a tweet through the account @tweetingbra, reminding women to do their breast self-exams.

In an attempt to create buzz, you can tweet about #tweetingbra or even follow the @tweetingbra itself. Since the campaign is happening in Greece, most of the tweets are in Greek.

Greek TV personality Maria Bacodimou will be wearing the bra for two weeks, with the bra tweeting to her Twitter handle @mariabacodimou.

This isn’t the first time a marketer has rigged up a piece of clothing to connect with Twitter. A few years ago, artist Imogen Heap wore a specially crafted dress at the Grammys, which displayed Twitter pictures from fans. Microsoft created something similar the following year.

Nestlé Fitness sells a line of cereal bars and cereals targeted to women who are attempting to lose weight.

These types of pink campaigns around breast cancer have been criticized, however, for capitalizing on the suffering of breast cancer patients to market their products.

As the Guardian explains it, breast cancer has become a product, not just a disease. The breast cancer awareness industry has become a multibillion dollar juggernaut spanning multiple continents, flooding them with a sea of pink ribbons and tie-in products intended to entice socially aware consumers.

Breast cancer was a deeply taboo subject that wasn’t fit for polite society, and it needed the ferocious efforts of feminists, and other activists, to catapult it into the public consciousness and fight for research, along with funding for treatment and patient support.

However now it is often referred to as “Pinkwashing,” as companies are called out for either promoting only “awareness” of breast cancer without actually contributing money, or selling products that contain hormones or toxins that have been linked to cancer in some studies, says The Globe and Mail.

For example, Jezebel recently compiled a list of breast cancer-branded products that can cause breast cancer. There’s also the uncomfortable sexualization of a disease.

Breast Cancer Action is focusing its October campaign on pushing for more government regulation of carcinogenic products, and more testing of chemicals for consumer safety by updating the Toxic Substance Control Act, a law that hasn’t been updated since 1976.

The website for the campaign says that Nestlé Fitness “supports the fight against breast cancer every year,” and it promotes Breast Cancer Awareness Day.

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