'Bread Exam' cancer campaign picks up Direct Grand Prix at Cannes
Project from McCann started in Lebanon and used dough to help women self-examine
Editor's Pick
The Lebanese Breast Cancer Foundation and McCann Paris have picked up a Grand Prix at Cannes in the Direct category for their "Bread Exam" campaign.
The idea ingeniously managed to skirt a Muslim taboo against breast exams by substituting bread dough, and included a video of chef Um Ali kneading two mounds of dough to show how women should be examining their own breasts.
“This one was a very simple, very elegant idea,” said PR Lions Jury President Gail Heimann, president and CEO of Weber Shandwick. “It used its simplicity to break through and did so in a way that was beautiful and intimate but also drove change.”
Original story
A new breast cancer awareness campaign is tackling a cultural taboo against breast self-examination among Muslim women, by using bread dough to demonstrate.
Devised originally by McCann Paris for the Lebanese Breast Cancer Foundation, the "Bread Exam" idea began with a video of chef Um Ali baking two mounds of dough and then kneading them to show how women should be examining their own breasts. The idea is now expanding to other markets including Turkey, Germany and the U.K., with different local influencers posting videos to get the message across to women in the Muslim communities.
The aim is to give women a visual tool of how to examine their breast tissue for changes, particularly when they don't attend regular screenings. In the U.K., for example, where McCann Health and the British Islamic Medical Association worked together on their version of the campaign, recent research has revealed that breast cancer awareness is particularly low among Muslim women and they have lower rates of screening uptake than average.
“We wanted to avoid the taboo of talking about intimate body parts or exposing them by going to health specialists for a first check-up," explained Mirna Hobballah, Vice-President of the Lebanese Breast Cancer Foundation, in a statement. "Since many households bake their own bread and are interested in this subject—especially now, during the COVID-19 pandemic—we decided to use baking bread as a euphemism and talk to women about baking bread instead of talking about breasts, self-examination or cancer.”
Credits
- Date
- Feb 10, 2021
- Client :
- Lebanese Breast Cancer Foundation
- Agency :
- McCann-Paris
- Executive Creative Director :
- Cédric Astrella
- Executive Creative Director :
- Sebastien Boutebel
- Chief Creative Officer McCann Europe :
- Adrian Botan
- Creative Excellence Manager McCann Europe :
- Carmen Bistrian
- Director of Communications, UK & Europe :
- Jessica Bayat
- Creative Director :
- Guy Lewis
- Associate Creative Director :
- Mateo Fernandez
- Art Director :
- Sonia Presne
- Art Director :
- Flora Sagnes
- Copywriter :
- Anne-Sophie Guerin
- Copywriter :
- Farah El Feghali
- Copywriter :
- Benjamin Homsy
- Motion Designer :
- Etienne Philippe
- Motion Designer :
- Karim Victorin
- VP Global Business Leader :
- Cedric Vanhoutte
- Account Director :
- Nathalie Maisonnave
- Account Manager :
- Salomé Lhote
- Account Manager :
- Camille Ghossein
- Deputy General Manager in charge of Strategy :
- Erik Bertin
- Strategic Planner :
- Tugce Sezer
- Strategic Planner :
- Minerva Sosa Soria
- Head of Digital :
- Pierre-Jean Bernard
- Community Manager :
- Jessica Mezoela
- TV Producer :
- Arnaud Lemens
- TV Producer :
- Matthieu Tombarelle
- Post Producer :
- Caroline De Génis
- Sound Producer :
- Isabelle Crechet
- Production Agency :
- Satellite My Love
- Executive Producer :
- Alain Dib
- Associate Producer :
- Omar Cabbabe
- Film Director :
- Danielle Rizhalla
- PR Agency :
- Weber Shandwick
- CEO :
- Eloi Asseline
- Senior Strategist :
- Jean Paoli
- Strategist :
- Elise Décultot
- PR Senior Manager :
- Deborah Guepey
- Sound Production :
- Octopus Productions
- Producer :
- Claire Paillot
- Sound Engineer :
- Olivier Vehert
- Production coordinator and President of Slow Food Beirut :
- Barbara Massaad
- PR Agency Lebanon :
- Rowat Public Relations
- Managing Partner :
- Mark Daou
- Media Relations Director :
- Ms Eliane Sahyoun
- Influencer Relations Manager :
- Raya Boutros
- Account Executive :
- Jad Oueini
- CCO McCANN Worldgroup Germany :
- Götz UImer
- McCANN Worldgroup Germany :
- Jerome Cholet
- McCANN Worldgroup Germany :
- Karin Stelzner
- CRAFT Germany :
- Michael Koch
- CRAFT Germany :
- Matthias Miemczyk
- Reachbird :
- Julien Stiefvater
- Reachbird :
- Selin Wendel
- Deutsche Krebshilfe :
- Sabine Boos
- Deutsche Krebshilfe :
- Marcus von Husen
- GP and General Secretary of the British Islamic Medical Association :
- Dr Salman Waqar
- ECD :
- Guy Swimer
- Creative :
- Sakeena Amjad
- Account Lead :
- Damielle Robertson
- Strategy Director :
- Parrus Doshi
- Project Lead :
- Kathrine Bradley
- Director Client Experience :
- Aycin Noyan
- Account Director Client Experience :
- Hande Hazinedaroglu
- Manager Client Experience :
- Begum Tosun
- Managing Director Consumer :
- Kate Sarginson
- Account Director Consumer :
- Rosanna Sacks
- Senior Account Executive Consumer :
- Jessica Brand
- Senior Project Manager :
- Zahra Anjari
- Executive Creative Director :
- Steve Back
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