The Bread Exam, a campaign teaching women to perform self-checks and detect early signs of breast cancer

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