 |
Web Film
British Islamic Medical Association: The Bread Exam
This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.
To coincide with World Cancer Day, famous influencers from three countries have joined forces to launch 'The Bread Exam,', a campaign that uses bread kneading to show women exactly how-to self-check their breasts to help detect early signs of breast cancer. Launched by the British Islamic Medical Association and McCann Health in the UK, 'The Bread Exam' has been developed to help tackle cultural taboos relating to intimate parts of the body. These cultural taboos can prevent women from going to the doctor and even discussing the subject or conducting self examination. Using the same simple gestures used to prepare bread dough, 'The Bread Exam' teaches women how to perform self-checks and detect early signs of breast cancer. The campaign – created by McCann Paris – was originally launched in Lebanon by the Lebanese Breast Cancer Foundation, with Chef Um Ali creating the first version of 'The Bread Exam'. For World Cancer Day, three famous influencers from Turkey, UK and Germany – countries with large Muslim communities – joined forces with local NGOs to create their own versions of “The Bread Exam”. Influencer Bread Exam video in Turkey. Influencer Bread Exam in Germany. In the UK, 2017 MasterChef winner, doctor, chef and influencer Dr Saliha Mahmood Ahmed has created her own version of 'The Bread Exam' . The NGOs behind the campaign: the British Islamic Medical Association, the Lebanese Breast Cancer Foundation (LBCF), American University of Beirut Medical Center, Deutche Krebshilfe in Germany.
Creative Excellence Manager McCann Europe: Carmen Bistrian |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
