The Bread Exam

Awareness of breast self-examinations can be hindered in some communities by cultural taboos and tradition. To remedy this issue, The Lebanese Breast Cancer Foundation and Spinneys Flour decided to turn tradition into an advantage, showing women how to perform a self-exam, by teaching them how to bake bread.

Six additional IPG agencies, including McCann Paris, McCann Worldgroup Germany Dusseldorf, FP7 McCann Dubai, and Weber Shandwick’s offices in London, Frankfurt and Istanbul, partnered with McCann Health London to create this game-changing campaign.