CONTRÔLE DE LA POITRINE

Short List
ClientOM
Category C05. Co-Creation & User Generated Content
TitleCONTRÔLE DE LA POITRINE
Product/ServiceCONTRÔLE DE LA POITRINE
Entrant McCANN PARIS, FRANCE
Idea Creation McCANN PARIS, FRANCE
PR WEBER SHANDWICK Paris, FRANCE
Credits
Name Company Position
Riccardo Fregoso McCann Paris Executive Creative Director
Julien Chiapolini McCann Paris Executive Creative Director
Sebastien Boutebel McCann Paris Creative Director
Guy Lewis McCann Paris Creative Director
Jimmy Charles McCann Paris Art Director
Lauren Haberfield McCann Paris Art Director
Clément Le Bars McCann Paris Copywriter
Bruno Tallent McCann Paris Chief Executive Officer
Bruno Bes- Pianet McCann Paris Account Director
Erik Bertin McCann Paris Deputy General Manager in charge of Strategy
Gwennaelle Mirol McCann Paris Strategic Planner
Pierre-Jean Bernard McCann Paris Head Of Social
Henry Roux- Dessarps McCann Paris Community Manager
Clément Martin McCann Paris Social Analyst
Matthieu Tombarelle McCann Paris Producer
Valentin Audubon McCann Paris Motion Designer
Arnaud Pochebonne Weber Shandwick Paris Executive Vice President
Emilie Barrail Weber Shandwick Paris Account Director
Jean-François Richard OLYMPIQUE DE MARSEILLE SASP Marketing Director
Lucie Venet OLYMPIQUE DE MARSEILLE SASP PR Manager/ Executive Director

The Campaign

In French a breast exam has the same name as a chest trap: ‘Contrôle de la Poitrine’. The Olympique de Marseille used the love for football to create a nation wide movement in France asking people to do their own ‘contrôle de la poitrine’ on the field to get more women to do them in hospitals. A simple and concrete action to get simple concrete results. The idea was to get as many people as possible to film themselves doing the football move ‘contrôle de la poitrine’ and share it on their social networks so that the message would spread and more women would get tested.

Creative Execution

It all started during the first week of Breast Cancer Awareness Month, when videos of people performing the football move "contrôle de la poitrine" appeared on Facebook, Twitter and Instagram. Five days later the Olympique de Marseille’s female football team posted their own "contrôle de la poitrine”, officially launching the campaign and inviting everyone to share a video of them performing the move. Members of the football community responded instantly, sharing videos across all social media platforms. The movement spread quickly with people challenging, nominating and dedicating in their posts. Meanwhile we sent branded balls to the press and influencers, who not only promoted our message but shared their own "contrôle de la poitrine”. With help of this user generated content and the buzz that surrounded it, the movement spread to all of France which resulted in more women getting breast exams in hospitals.

Results

The campaign received massive support and involvement from people not only from the football world but from all different sectors. Thousands of people created their own Contrôle de la Poitrine videos sharing them to Facebook, Instagram, Twitter and Snapchat and encouraged their friends and followers to do the same. The campaign was carried by journalists, influencers, football stars, politicians, popstars and the general public, with both men and women coming together for the cause. National press outlets including L'équipe, So Foot, Grazia, Le Figaro, France TV, Konbini and Le Parisien put the campaign and it's message at the heart of conversations all over France. In only 3 weeks with absolutely no media spend we obtained a reach of over 90 000 000, over 6000 social media mentions, breast exams in Marseille increased by 17% and #controledelapoitrine was the leading hashtag on womens health forums.

Our goal was to engage women to provoke a movement achieving the highest breast cancer testing rates in France by using the visibility of the football world. We used the incredibly interactive Olympique de Marseille community of over 4 million fans to do something about more than just awareness but about getting people to act. Providing women with concrete medical solutions and information. By creating a social movement where people shared their “Controle de la poitrine” videos, our message spread, starting from our community of fans and reaching all corners of France resulting in more women getting tested in hospitals.

Our starting point was the clear lack of preventative breast exams in France and particularly in Marseille. In France, only 50.7% of women did a medical breast cancer exam last year. In Marseille, that number drops to just 35.1%. We needed to make this more than just a "women's issue". We needed to break through in a compelling manner. Football trancends all barriers, gender, classe, race, social and religious. This is particularly true in Marseille where their football team is loved and regarded as a local treasure. The best way to get the message about preventing breast cancer accross was to use their club that they hold in high regard to deliver the message. Our goal was to communicate to fans of the Olympique de Marseille who would start a playful viral movement leading to concrete results in breast cancer prevention not only in Marseille but in all of France.