How can you market information when the subject is taboo? McCann Erickson, an advertising and marketing agency, was presented with this challenge to help teach women how to do breast exams in a country where the subject is banned. The problem – they can’t mention a solution, in their advertising.
Marketing can sometimes be seen as course, commercial and crass.
Through this beautiful campaign, awareness of bread baking demonstrated the necessary techniques and was shared throughout Lebanon and other parts of the Arab world.
Have You made Bread This Month?
The Bread Exam is a bread recipe that implicitly teaches women how to self-check for breast cancer. First launched in Lebanon, it featured Um Ali, a famous local baker who used tradition to talk about breasts while overcoming cultural taboos (and social media restrictions). https://farahfeghaly.com/dothebreadexam
The recipe was initially shared by survivors, doctors, and influencers without mentioning cancer whatsoever using the hashtag #Khabazte (Have you baked bread?). They couldn’t mention breasts, but the bread was okay.
The reveal then highlighted the three critical steps of the recipe, immediately endorsed by public personalities, brands, and the media. In addition, the recipe was shared on flour packs, wrapping paper, and newspapers. Live demonstrations took place with Um Ali to teach more women and spread the message.
On World Cancer Day, the campaign was re-launched in the UK, Turkey, and Germany with the help of local influencers.
The Bread Exam was awarded 11 Cannes Lions, including 1 Grand Prix, 3 Gold, 3 Silver, and 4 Bronze.
Can you imagine how many lives were saved by a creative idea that solved a significant problem that couldn’t they can’t mention?
If you can’t play the video, click this link.
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
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
HT to After Hours Podcast and Felix Oberholzer-Gee for mentioning this story
