• by Steve McClellan  @mp_mcclellan, October 9, 2014

Interpublic Group’s McCann helped client Nestle Fitness take a unique approach to Breast Cancer Awareness Month with a video featuring a “bra-cam.” In the videoa voluptuous young woman, with said cam attached to her bra, walks about the city of London going about her daily activities.

The cam picks up the stolen glances at her well-endowed bosom from men and women she encounters on her trip. When she arrives back home, she is seen in a mirror as a graphic pops up that reads: “Your breasts are checked out every day. So when was the last time you checked your own?” It was a clever, attention-grabbing way of urging women to do more self-exams. 

The effort is one of several projects that IPG showcased in its newly launched microsite dedicated to corporate citizenship. Essentially, it’s an online launch of an ad-supported print publication, called Stronger, that the holding company began publishing earlier this year. The print version will now be published once a year, while the online site will be refreshed regularly. 

The site is the latest example of agencies and brands promoting their do-good credentials because consumers are demanding more positive societal contributions from the companies they do business with. Or at least that’s the perception. In fact, it’s the second such effort disclosed this week that involves IPG.

IPG is also a partner in Collectively.org, billed as a platform that will “celebrate and connect the people, places and cutting-edge ideas that are shaping the future.” Collectively was developed by Vice Media and is also backed by WPP, Unilever, Coca-Cola and nearly two-dozen other brands.

The IPG effort is a bit more inward looking—it’s primarily designed to inspire the 46,500 staffers employed globally by the holding company, along with potential recruits. That said, it also showcases industry efforts, such as the recent 4As and Horizon Media-led effort to gather young industry up-and-comers in New York to explore ways to ease hunger among New Yorkers.

Commenting on the new site, IPG CEO Michael Roth said: “Corporate citizenship is a vital part of who we are as a company. It’s not only the right thing to do, but also an important recruiting tool and a terrific way for our agencies to showcase their creative talent.  In fact, since we launched the new site this morning, one of the first emails we received was from a new staffer at one our agencies.  He let us know that the agency’s sustainability efforts were an important factor in his joining the company last year.”