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A Provocative New PSA Urges Women to "Check Themselves Out"

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Now that October is underway, campaigns to raise awareness and funds for breast cancer research are turning everything pink, from morning news shows to fitness gear to beauty products. But one particular campaign from McCann Paris, a European ad agency, is catching (lots of) people's eyes with its unusual—and provocative—take on the traditional PSA.

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In this short video, an actress wears a bra with a hidden camera attached and goes about her normal day, while racking up plenty of looks at her chest, both subtle and overt. While we don't condone cat calls (or outright stares at a woman's chest), at least the PSA is a creative way to urge women to do breast self-exams, which is the whole point of awareness campaigns, after all.

The spot may be tongue-in-cheek, but the point is one to take to heart: Check out your own breasts, since regularly self-exams can help improve your chances of survival if diagnosed. (If you need a refresher, check out Bright Pink's step-by-step infographic on self-exams.) At the end of the video, viewers are encouraged to use the hashtag #CheckYourSelfie to share it with other women in their life.

Watch the video here, and tell us on Twitter or in the comments below: Is it simply a clever spin on raising awareness, or did you take away a less positive point from the ad?

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