CONTRÔLE DE LA POITRINE

ClientOM
Category C07. 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.

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.

Tier 1: The campaign earned national press coverage, accumulating an audience of over 55 million with outlets including L'équipe, So Foot, Grazia, Le Figaro, France TV, Konbini and Le Parisien putting the campaign and it's message at the heart of conversations all over France. Tier 2: It received massive support and involvement from not only the football world but all different sectors. Thousands of people created their own videos sharing them to Facebook, Instagram, Twitter and Snapchat and encouraged their friends/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. Tier 3: In only 3 weeks #controledelapoitrine was the leading hashtag on womens health forums. With absolutely no media spend we obtained a reach of over 90 000 000, over 6000 social media mentions and breast exams in Marseille increased by 17%.

The Situation

Our goal was to engage women and provoke a conversation about breast cancer testing rates in France by using the visibility football. We used the incredibly interactive Olympique de Marseille community of over 4 million fans to create a user driven social movement that was 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 and reaching all corners of France resulting in more women getting tested in hospitals.

The Strategy

The Olympique de Marseille may not have social leverage in the rest of the world but in their city they have the power to change things. So they have a social responisbility to do so. Our starting point was that in Marseille only 35.1% of women get breast exams, meaning an unnecessary amount of women die each year from something that could have been treated. We needed to break through. Football trancends all barriers, gender, class, race, social and religious. This is particularly true in Marseille where their club is regarded as a local treasure. The best way to get our message across was to use their club that they hold in high regard to deliver it. We communicated 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.