The One Show
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Category
Social Media
Annual ID
OS22_HW051M
About the Work
Tradition prevented Lebanese women from talking openly about their bodies, so we had to show them how to perform a self-exam without ever mentioning nor showing breasts.
However, they respect these traditions and don’t want to break away from them. So we used this to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.
“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience.
The original Bread Exam video was released on social media during Pink October (4th). The recipe was also available via more traditional touch points: on Spinneys’ packs of flour, on bread wrappers and demonstrated live in souks and Spinneys stores.
Soon after, the recipe expanded to the Middle East via a Jordanian influencer (Manal Alalem), before spreading to Europe on World Cancer Day (4th February) as influencers in Turkey, Germany and the UK shared their own Bread Exams, reaching millions of women around the world. An Instagram reminder even told women to keep self-checking every month.
Thanks to baking, self-checking went from a taboo to a tradition, providing women with a brand new ritual: 86% declared that from now on baking will always remind them to self-check.
However, they respect these traditions and don’t want to break away from them. So we used this to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.
“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience.
The original Bread Exam video was released on social media during Pink October (4th). The recipe was also available via more traditional touch points: on Spinneys’ packs of flour, on bread wrappers and demonstrated live in souks and Spinneys stores.
Soon after, the recipe expanded to the Middle East via a Jordanian influencer (Manal Alalem), before spreading to Europe on World Cancer Day (4th February) as influencers in Turkey, Germany and the UK shared their own Bread Exams, reaching millions of women around the world. An Instagram reminder even told women to keep self-checking every month.
Thanks to baking, self-checking went from a taboo to a tradition, providing women with a brand new ritual: 86% declared that from now on baking will always remind them to self-check.
2022 Awards
Total Points: 3
Merit
Credits
Agency
McCann / Paris
McCann Health / London
McCann Worldgroup Germany / Düsseldorf
FP7 McCann / Dubai
PR / Marketing Agency
Weber Shandwick / Neuilly-sur-Seine
Rowat PR / Beirut
Weber Shandwick UK / London
Weber Shandwick MENA / Istanbul
Client / Brand
Lebanese Breast Cancer Foundation / Beirut
AUB Medical Center / Beirut
Slow Food Beirut / Beirut
Production Company
Satellite my love / Paris
Octopus / Paris
Craft Germany / Oberaudorf
Art Director
Sonia Presne
Flora Sagnes
Sakeena Amjad
Chief Creative Officer
Adrian Botan
Chief Digital Officer
Pierre-Jean Bernard
Creative Director
Mateo Fernandez
Guy Lewis
Designer
Etienne Philippe
Karim Victorin
Director
Danielle Rizhalla
Director of Photography
Malek Hosni
Executive Creative Director
Cedric Astrella
Guy Swimer
Sebastien Boutebel
Executive Producer
Alain Dib
Producer
Arnaud Lemens
Matthieu Tombarelle
Strategist
Elise Décultot
Tugce Sezer
Account Director
Nathalie Maisonnave
Strategy Director
Parrus Doshi
Account Lead
Danielle Robertson
Account Manager
Camille Ghossein
Salomé Lhote
Association
British Islamic Medical Association / London
CEO
Eloi Asseline
Community Manager
Jessica Mezoela
Deputy General Manager in charge of Strategy
Erik Bertin
Post producer
Caroline De Génis
PR Senior Manager
Deborah Guepey
Project Coordinator
Marina Abdalla
Project Lead
Kathrine Bradley
Senior Strategist
Jean Paoli
Sound Engineer
Olivier Vehert
Sound Producer
Claire Paillot
Isabelle Crechet
Strategic Planner
Minerva Sosa Soria
VP, Global Business Leader
Cedric Vanhoutte
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