Spinneys and the Lebanese Breast Cancer Foundation / Lebanon / 2021Social · Film · Design & Packaging
The Bread Exam.
A Lebanese baker taught the breast self-exam as a bread recipe, so women could learn it without anyone mentioning or showing a breast.
- Brand
- Spinneys and the Lebanese Breast Cancer Foundation
- Agency
- McCann Paris
- Market
- Lebanon
- Region
- MENA
- Year
- 2021
The challenge
In Lebanon, tradition kept many women from talking about their bodies, so standard self-exam messages didn't reach them.
The idea
McCann Paris matched the kneading and pressing motions of the exam to dough. Um Ali, a traditional baker, presented the recipe in a video released on social media during Pink October; the recipe also ran on Spinneys flour packs and bread wrappers and was demonstrated in souks and Spinneys stores. Influencers in Jordan, then Turkey, Germany and the UK on World Cancer Day, shared their own versions.
Results
- 86% of women said baking would now always remind them to self-check, according to the One Show entry.
Case study source: The One Show Source ↗
Awards
- Clio Awards 2022Clio Awards / Public Relations / Cause RelatedGrand Clio
- Clio Awards 2022Clio Awards / Public Relations / MulticulturalGold
- Clio Awards 2022Clio Awards / Branded Entertainment & Content / Partnerships/Co-CreationGold
- Clio Awards 2022Clio Awards / Partnerships & CollaborationsSilver
- Clio Awards 2022Clio Health / Film Craft / CopywritingGold
- Clio Awards 2022Clio Health / Direct (Health & Wellness) / Social MediaGold
- Clio Awards 2022Clio Health / Public Relations / Cause RelatedGrand Clio
- Clio Awards 2022Clio Health / Branded Entertainment & Content / Digital/MobileGrand Clio
- Clio Awards 2022Clio Awards / Social Media / Social VideoGold
- Clio Awards 2022Clio Health / Digital/Mobile & Social Media Craft (Health & Wellness) / CopywritingGold
Credits
- Creative agency
- McCann Paris
- Additional company
- McCann Health London
- Additional company
- McCann Worldgroup Germany
- Additional company
- FP7 McCann Dubai
- PR
- Weber Shandwick
- PR
- Rowat PR
- PR
- Weber Shandwick UK
- PR
- Weber Shandwick MENA
- Production
- Satellite my love
- Production
- Octopus
- Production
- Craft Germany
- Chief Creative Officer, McCann Paris
- Adrian Botan
- Chief Digital Officer
- Pierre-Jean Bernard
- Executive Creative Director
- Cedric Astrella
- Executive Creative Director
- Guy Swimer
- Executive Creative Director
- Sebastien Boutebel
- Creative Director
- Mateo Fernandez
- Creative Director
- Guy Lewis
- Director of Photography
- Malek Hosni
- Executive Producer
- Alain Dib
- Deputy General Manager, Strategy
- Erik Bertin
- Strategy Director
- Parrus Doshi
- Senior Strategist
- Jean Paoli
- Strategic Planner
- Minerva Sosa Soria
- Account Director
- Nathalie Maisonnave
- Account Lead
- Danielle Robertson
- Account Manager
- Camille Ghossein
- Account Manager
- Salomé Lhote
- VP, Global Business Leader
- Cedric Vanhoutte
- Community Manager
- Jessica Mezoela
- Post Producer
- Caroline De Génis
- PR Senior Manager
- Deborah Guepey
- Project Coordinator
- Marina Abdalla
- Project Lead
- Kathrine Bradley
- Sound Engineer
- Olivier Vehert
- Sound Producer
- Claire Paillot
- Sound Producer
- Isabelle Crechet
