McCann Paris has been awarded a Grand Prix in the PR Lions category at the Cannes Lions International Festival of Creativity for “The Bread Exam,” a campaign teaching women to perform self-checks and detect early signs of breast cancer. Weber Shandwick Paris, McCann Health London, FP7 McCann Dubai, Weber Shandwick London, McCann Worldgroup Germany, and Weber Shandwick Turkey also collaborated to develop and implement this campaign, which attained multiple Gold and Silver Lions in the Health and Wellness, PR, and Media categories in addition to the Grand Prix.

The campaign was developed to help tackle cultural taboos, which can prevent early breast cancer detection in women living in traditional communities in the Middle East. The campaign is centered around a video, which demonstrates the steps of a breast self-exam disguised as a dough kneading tutorial created by well-known Chef Um Ali. The video does not mention or show breasts, respecting cultural values around modesty.

“The Bread Exam” was created by McCann Paris in collaboration with FP7 McCann, Weber Shandwick and McCann Health. It originally launched in Lebanon and is supported by Spinneys Supermarkets, American University of Beirut Medical Centre, and the Lebanese Breast Cancer Foundation.

Subsequently, for World Cancer Day, famous food influencers from Turkey, the United Kingdom, and Germany joined forces with local NGOs to create their own versions of “The Bread Exam.”