Everyday my Facebook News Feed is filled with viral photos of adorable baby animals. The U.K. edition of Cosmopolitan magazine and CoppaFeel! are capitalizing on this trend to promote a good cause.

This month they launched a new breast cancer awareness campaign called Check Your Puppies!, which features photos of cute dogs behind lacy bras. Every month Cosmopolitan will post a new picture on Facebook and Twitter to remind women to do their monthly breast check. The campaign is encouraging people to help spread the message by sharing the cute photos with their friends.

According to CoppaFeel!, over a third of women never check their breasts and a disproportionate amount of these women are between the ages of 18 and 35, Cosmopolitan’s main fan base. With a one in eight chance of getting breast cancer, making self-checks a ritual is a must since early detection saves lives. The Check Your Puppies! campaign is aimed at reaching the young demographic.

Not everyone is happy with the new initiative, saying that referring to breasts as puppies is yet another way to objectify the female body by using silly language. I can see how some people might be offended by this campaign or find that it trivializes the disease, but if it helps even one person detect cancer in time for successful treatment, it’s definitely worth it.

Breast cancer has touched too many of my friends and family members. I think we have to be innovative in how we reach women and get the word out on prevention. Plus who can complain about getting to see a new pair of cute puppies every month?