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Category
Social Engagement / Community Building
Annual ID
OS_SM18054M
About the Work
Women are dying from a disease that can be cured. France has one of the lowest percentages of breast exams in Europe and Marseille has the lowest percentage. This is an epidemic of national proportion that’s considered only a "womens issue". We invited men to the conversation, capturing their attention through their soccer team - Olympique de Marseille. In French a breast exam has the same name as a chest trap in soccer: ‘Controle de la Poitrine’. Olympique de Marseille used it’s online community of over 4 million to create a movement asking people to do their own ‘controle de la poitrine’ on the field to get more women to do them in hospitals. Thousands of people shared their own video of the football move, resulting in over 90 million organic impressions and increased breast exams in Marseille by 17.29% – meaning for each video shared, 10 women got tested.
2018 Awards
Total Points: 2
Merit
Credits
Agency
McCann Paris / Clichy
PR / Marketing Agency
Weber Shandwick Paris / Clichy
Production Company
The / Paris
Art Director
Jimmy Charles
Lauren Haberfield
Creative Director
Sebastien Boutebel
Guy Lewis
Executive Creative Director
Riccardo Fregoso
Julien Chiapolini
Producer
Matthieu Tombarelle
Social Media Manager
Pierre-Jean Bernard
Writer
Clement Le Bars
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