The Lebanese Breast Cancer Foundation: The Bread Exam

Cedric Astrella, Tugce Sezer, Tahaab Rais

The Lebanese Breast Cancer Foundation, a non-profit, launched a campaign in Lebanon to reach 2 million people, increase awareness about conducting breast self-exams and contribute to increasing screenings over 12 months.

Campaign details

Brand: Lebanese Breast Cancer Foundation (LBCF)Brand owner: Lebanese Breast Cancer Foundation (LBCF)Entrant company: McCANN, ParisIdea creation: McCann ParisMarket: LebanonSector: Charities & voluntary organisationsMedia channels: Events & experiential, Online video, Packaging & design, Social media, Word of mouth, InfluencersBudget: No budget

Executive summary

In Lebanon, only 1 in 10 women have ever performed a breast self-exam.

With The Lebanese Breast Cancer Foundation, we helped women take their health into their own hands.

We collaborated with ‘unexpected content creators’ and ‘influencers’ – a popular traditional...

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