SPINNEYS SUPERMARKETS & THE LEBANESE BREAST CANCER FOUNDATION
BREAD EXAM
The campaign was developed to help tackle cultural taboos, which can prevent early breast cancer detection in women living in traditional communities in the Middle East. The idea is centred around a video which demonstrates the steps of a breast self-exam disguised as a dough kneading tutorial created by well-known Chef Um Ali. The video did not mention or show breasts, respecting cultural values around modesty.
The campaign – created by McCann Paris in collaboration with FP7 McCann, Weber Shandwick London and McCann Health London – originally launched in Lebanon supported by a trio of clients: Spinneys Supermarkets, American University of Beirut Medical Centre and the Lebanese Breast Cancer Foundation.
Subsequently for World Cancer Day, famous food influencers from the UK, Turkey and Germany – countries with large Middle Eastern communities – joined forces with local NGOs to create their own versions of "The Bread Exam".
The campaign scored 12 Cannes Lions including 3 gold and the Direct and PR Grand Prix in 2021. 5 gold and PR Grand Prix Eurobest 2021. WARC top 10 most awarded campaigns.
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dr saliha mahmood amed @salihacooks
AUTHOR OF FOODOLOGY AND KHAZANA - AMAZON NO1 BESTSELLER
NHS Gastroenterologist. MasterChef UK Winner.
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