THE BREAD EXAM

Short List
TitleTHE BREAD EXAM
BrandSPINNEYS AND THE LEBANESE BREAST CANCER FOUNDATION
Product/ServiceSPINNEYS FLOUR
Category G05. Cultural Insight
Entrant McCANN Paris, FRANCE
Idea Creation McCANN Paris, FRANCE
PR WEBER SHANDWICK Paris, FRANCE
PR 2 ROWAT PR Beirut, LEBANON
PR 3 WEBER SHANDWICK Istanbul, TURKEY
PR 4 WEBER SHANDWICK Istanbul, TURKEY
PR 5 WEBER SHANDWICK London, UNITED KINGDOM
Production McCANN Paris, FRANCE
Production 2 SATELLITE MY LOVE Paris, FRANCE
Production 3 OCTOPUS Paris, FRANCE
Production 4 CRAFT Dusseldorf, GERMANY
Additional Company SLOW FOOD BEIRUT Beirut, LEBANON
Additional Company 2 LEBANESE BREAST CANCER FOUNDATION Beirut, LEBANON
Additional Company 3 LEBANESE BREAST CANCER FOUNDATION Beirut, LEBANON
Additional Company 4 AUB MEDICAL CENTER Beyrouth, LEBANON
Additional Company 5 McCANN Düsseldorf, GERMANY
Credits
Name Company Position
Cedric Astrella McCann Paris Executive Creative Director
Sebastien Boutebel McCann Paris Executive Creative Director
Adrian Botan McCann Worldgroup Chief Creative Officer Europe
Carmen Bistrian McCann Worldgroup Creative Excellence Manager McCann Europe
Guy Lewis McCann Paris Creative Director
Mateo Fernandez McCann Paris Associate Creative Director
Sonia Presne McCann Paris Art Director
Flora Sagnes McCann Paris Art Director
Anne-Sophie Guerin McCann Paris Copywriter
Farah El Feghali McCann Paris Copywriter
Benjamin Homsy McCann Paris Copywriter
Etienne Philippe McCann Paris Motion Designer
Karim Victorin McCann Paris Motion Designer
Cedric Vanhoutte McCann Paris VP, Global Business Leader
Nathalie Maisonnave McCann Paris Account Director
Camille Ghossein McCann Paris Account Manager
Tugce Sezer McCann Paris Strategic Planner
Pierre-Jean Bernard McCann Paris Head of Digital
Matthieu Tombarelle McCann Paris TV Producer
Caroline de Genis McCann Paris Post Production
Isabelle Crechet McCann Paris Sound Producer
Fouad Abdel Malak FP7 McCann Regional Executive Creative Director
Guy Swimer McCann Health London Executive Creative Director
Goetz Ulmer McCann Worldgroup Germany Chief Creative Officer
Deborah Guepey Weber Shandwick France Account Director
Alain Dib Satellite My Love Executive Producer
Danielle Rizkallah Satellite My Love Film Director
Claire Paillot Octopus Production Producer
Le Trio Joubran - Randana Label Music Artist

Why is this work relevant for Direct?

Spinneys and the Lebanese Breast Cancer Foundation gave women an engaging way to take their health into their own hands. Because traditions prevent women from talking about their bodies, they created a bread recipe video which demonstrates the steps of a breast self-exam by pressing dough, and shared it with the culturally-sensitive call to action #Khabazte (Have you baked bread?). The recipe was also adapted on bread wrappers, flour packs and demonstrated in stores. Thanks to The Bread Exam, Spinneys found a way into women’s kitchens, but mostly into their lives, directly transforming an everyday experience into a life-saving reminder.

Background

Breast cancer is the leading cause of cancer death in women worldwide accounting for 1 in 6 cancer deaths (1). But studies prove that 96-98% of cancer cases can be cured if they’re detected early enough (2). There are striking geographic differences in the incidence and mortality rates in different world regions. In cultures where traditions prevent women from talking openly about their bodies the early detection is very difficult. Women shy away from even mentioning the word ‘breast’. According to WHO, about one in twelve woman will be diagnosed with breast cancer over the course of their lifetime (3). And breast cancer rates across the Middle-East are expected to double between 2012 and 2030, which is the highest relative increase of any region globally (4). The Lebanese Breast Cancer Foundation needed a way to break through the cultural barriers with a solution tailored uniquely to their traditions and taboos.

Describe the creative idea (30% of vote)

Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect for tradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread. “The Bread Exam” is a recipe video where a traditional Lebanese baker demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. Shared with a direct call to action #Khabazte (‘Have you baked bread?’), the video reminded women to bake bread so they would never forget to self-check. The Bread Exam put breast cancer into the conversation by creating a new language for it.

Describe the strategy (20% of vote)

The Lebanese Breast Cancer Foundation joined forces with Spinneys, a popular supermarket chain in the region to encourage women to self-check. Although awareness of breast cancer is high, only 1 in 10 women have ever performed a breast self-exam (1). Our audience was conservative women who respected traditions. They didn’t feel comfortable showing nor mentioning breasts. We had to find a way to penetrate their daily lives where they felt most comfortable. Our research pointed us towards one clear direction; the kitchen. Using Spinneys flour, we developed a healthy bread recipe video which demonstrates the steps of a breast self-exam on dough. The video reminded women to self-check every month by encouraging them to bake bread via #Khabazte (Have you baked bread?). We then amplified the campaign across the Middle East and Europe with local influencers in Jordan, Turkey, Germany and the UK.

Describe the execution (20% of vote)

The Bread Exam video was released on social media during Pink October with the CTA #Khabazte. By combining the expertise of a baker and a gynecologist, we ensured complete accuracy of the gestures to create a realistic cooking video with real medical advice. The recipe was also available via more traditional touch points: on Spinneys’ packs of flour, on bread wrappers and demonstrated live in souks and Spinneys stores. Soon after, the recipe expanded to the Middle East via Manal Alalem, a Jordanian influencer, before spreading to Europe on World Cancer Day (4th February) as influencers in Turkey, Germany and the UK shared their own Bread Exams, reaching millions of women around the world. By leveraging the ritual of sharing recipes, we amplified our reach organically. While by transferring the self-exam from an intimate context to a traditional one, we gave women an acceptable way of talking about breast cancer.

List the results (30% of vote)

A silenced topic became a universal discussion. The Bread Exam video reached over 112 million people globally and was praised by over 300 main media, amplifying our voice and starting a conversation despite the taboo. The Lebanese President personally mentioned the initiative and rewarded the Foundation (National Order of the Cedar). On World Cancer Day, influencers in Turkey, Germany and the UK shared their own versions of the recipe, helping their own communities overcome the taboo. More importantly, the video provided women with a natural and acceptable way of learning how to self-check. 3 out of 4 even felt comfortable sharing it. Thanks to baking, self-checking went from a taboo to a tradition, providing women with a brand new ritual: 86% declared that from now on baking will always remind them to self-check (1).

Please tell us about the cultural insight that inspired the work

In the Middle East, conservative women can’t talk openly about their bodies, and more specifically about their intimate parts. It’s considered shameful, indecent and unacceptable. This wide-spread taboo is preventing the spread of breast cancer awareness as women even shy away from the word ‘breast’. However, they respect these traditions and don’t want to break away from them. By creating a recipe video, we didn’t just tap into the trend of tutorials, we leveraged a tradition which has been shared orally for centuries. The aim wasn’t to be controversial but to open up the conversation in a way that felt natural and comfortable. Because the video never mentions or shows breasts, we demonstrated a deep understanding of traditions and respect for their intimacy. The Bread Exam doesn’t just teach women how to self-check, it created a coded language which was perfectly acceptable to talk about.