the bread exam
Tradition and taboos can prevent women from talking about their bodies.
So we used tradition to our advantage... and taught them how to bake bread instead.
The Bread Exam is a recipe video which teaches women how to self-check without ever mentioning nor showing breasts.
We launched the campaign undercover during Pink October in Lebanon.
It was shared by chefs, bakers, survivors and doctors before being revealed by the media the next day.
Because it avoided any taboo, it was shared openly without shame or fear.
On World Cancer Day, we relaunched the campaign in the UK, Turkey and Germany.
Grand Prix Cannes & Effie & Clio & One Show & Eurobest & WARC & Golden Drum & NY Festival
Case Study video