Spinneys and the Lebanese Breast Cancer Foundation / لبنان / 2021التواصل الاجتماعي · الأفلام · التصميم والتغليف
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.
- العلامة التجارية
- Spinneys and the Lebanese Breast Cancer Foundation
- الوكالة
- McCann Paris
- السوق
- لبنان
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2021
التحدي
In Lebanon, tradition kept many women from talking about their bodies, so standard self-exam messages didn't reach them.
الفكرة
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.
النتائج
- 86% of women said baking would now always remind them to self-check, according to the One Show entry.
مصدر دراسة الحالة: The One Show المصدر ↖
الجوائز
- Clio Awards 2022Clio Awards / Public Relations / Cause RelatedGrand Clio
- Clio Awards 2022Clio Awards / Public Relations / Multiculturalذهبية
- Clio Awards 2022Clio Awards / Branded Entertainment & Content / Partnerships/Co-Creationذهبية
- Clio Awards 2022Clio Awards / Partnerships & Collaborationsفضية
- Clio Awards 2022Clio Health / Film Craft / Copywritingذهبية
- Clio Awards 2022Clio Health / Direct (Health & Wellness) / Social Mediaذهبية
- 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 Videoذهبية
- Clio Awards 2022Clio Health / Digital/Mobile & Social Media Craft (Health & Wellness) / Copywritingذهبية
فريق العمل
- الوكالة الإبداعية
- McCann Paris
- Additional company
- McCann Health London
- Additional company
- McCann Worldgroup Germany
- Additional company
- FP7 McCann Dubai
- العلاقات العامة
- Weber Shandwick
- العلاقات العامة
- Rowat PR
- العلاقات العامة
- Weber Shandwick UK
- العلاقات العامة
- Weber Shandwick MENA
- الإنتاج
- Satellite my love
- الإنتاج
- Octopus
- الإنتاج
- Craft Germany
- الرئيس التنفيذي للإبداع، McCann Paris
- Adrian Botan
- Chief Digital Officer
- Pierre-Jean Bernard
- المدير الإبداعي التنفيذي
- Cedric Astrella
- المدير الإبداعي التنفيذي
- Guy Swimer
- المدير الإبداعي التنفيذي
- Sebastien Boutebel
- المدير الإبداعي
- Mateo Fernandez
- المدير الإبداعي
- Guy Lewis
- مدير التصوير
- Malek Hosni
- المنتج المنفذ
- Alain Dib
- Deputy General Manager, Strategy
- Erik Bertin
- مدير التخطيط الاستراتيجي
- Parrus Doshi
- Senior Strategist
- Jean Paoli
- Strategic Planner
- Minerva Sosa Soria
- مدير الحسابات
- Nathalie Maisonnave
- Account Lead
- Danielle Robertson
- مدير الحساب
- Camille Ghossein
- مدير الحساب
- 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
