Lebanese Breast Cancer Foundation (LBCF): The bread exam

The Lebanese Breast Cancer Foundation (LBCF), an NGO, used a bread-making video in Lebanon to show women how they could perform a breast cancer check on themselves.

Campaign details

Brand: Lebanese Breast Cancer Foundation (LBCF)Brand owner: Lebanese Breast Cancer Foundation (LBCF)Lead agencies: McCann Paris, FP7 McCann DubaiContributing agencies: Weber Shandwick London, McCann Health London, McCann Worldgroup GermanyMarket: LebanonSector: Charities & voluntary organisationsMedia channels: Events & experiential, Online video, Social media, Word of mouth, influencersBudget: No budget

Executive summary

In Lebanon, only one in ten women have ever performed a breast self-exam.

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

We partnered with unexpected content...

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