PHASE 1 - THE RECIPE VIDEO
Influencers, breast cancer survivors, doctors and media outlets initially shared the recipe video #Khabazte without mentioning breast cancer whatsoever.
“This super inclusive campaign shows women how to check their breasts for cancer (and tackles cultural taboos around intimate body parts)”
PHASE 2 - THE REVEAL
A PR video in English, Arabic and French was released to reveal the initiative.
“Bread Dough Serves As A Stand-In For Breasts In Campaign Encouraging Muslim Women To Do Self-Checks for Cancer.”
SOCIAL CAROUSEL & STORY
A static carousel and an animated story highlighting the 3 key steps of the bread exam and inviting women to #DoTheBreadExam.
“The Bread Exam: How Learning to Bake Bread Can Save Your Life.”
PRINT & PACKAGING
Sandwich wrappers, newspapers and packs of flour via a dynamic QR code.
LIVE DEMONSTRATIONS
Hands-on demos took place in souks with Um Ali and were live-streamed on social.
“La force de l’idée réside dans le fait que jamais la boulangère ne mentionne ou ne montre de poitrine, et par conséquent elle ne brise aucun tabou.”
BUZZ
The campaign created ripples in Lebanon and the MENA region with users, brands and public figures sharing the recipe.
The One Show 022 - Best of Discipline - Social Media
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Cannes Lions 2021 - Grand Prix - PR
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Clio 2022 - Grand Clio - PR - Cause Related
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New York Festivals 2022 - Best of Show + Brand Of The Year
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New York Festivals 2022 - Grand Prix - Unique Partnership
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New York Festivals 2022 - Grand Prix - Social/Environmental Good
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Golden Drum 2021 - Grand Prix - Health & Wellness
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Effie 2021 - Grand Prix - Positive Change: Social Good/Non-Profit
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Webby Awards 2022 - Best Cause Related Campaign - Advertising, Media & PR
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Eurobest 2022 - Grand Prix - PR
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The Drum Top 100 Campaigns 2023 - #6
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Adweek Top 25 Ads of 2021 - #16
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The One Show 022 - Best of Discipline - Social Media 〰️ Cannes Lions 2021 - Grand Prix - PR 〰️ Clio 2022 - Grand Clio - PR - Cause Related 〰️ New York Festivals 2022 - Best of Show + Brand Of The Year 〰️ New York Festivals 2022 - Grand Prix - Unique Partnership 〰️ New York Festivals 2022 - Grand Prix - Social/Environmental Good 〰️ Golden Drum 2021 - Grand Prix - Health & Wellness 〰️ Effie 2021 - Grand Prix - Positive Change: Social Good/Non-Profit 〰️ Webby Awards 2022 - Best Cause Related Campaign - Advertising, Media & PR 〰️ Eurobest 2022 - Grand Prix - PR 〰️ The Drum Top 100 Campaigns 2023 - #6 〰️ Adweek Top 25 Ads of 2021 - #16 〰️
Agency: McCann Paris / Clients: Lebanese Breast Cancer Foundation x AUBMC x Spinney’s / ECD: Cedric Astrella & Sebastien Boutebel / ACD: Mateo Fernandez / Art Directors: Sonia Presne & Flora Sagnes / Copywriters: Anne-Sophie Guerin, Farah El Feghali & Benjamin Homsi