The Bread Exam from British Islamic Medical Association and McCann Health has been developed to help tackle cultural taboos relating to intimate parts of the body.
1 out of 8 women has breast cancer. Yet, more cases could be detected early if more women are self-checked. Because we know how hard it can be to talk about breasts or cancer, traditional Lebanese baker Um Ali helps us demonstrate how to self-check in total respect of our culture and intimacy: kneading and pressing dough.
Award: Cannes Lions 2021 PR Grand Prix, Cannes Lions International Festival of Creativity
Credits
Advertising Agency: McCann Health, McCann Paris
Production Company: Satellite my love / Paris, Octopus, Craft
Client: Spinneys Supermarkets, Lebanese Breast Cancer Foundation
Tags: American University of Beirut Medical Centre, British Islamic Medical Association, Weber Shandwick, World Cancer Day, Breast Cancer