The Bread Exam 

Client. Spinneys 

Role. PR creative strategist.

Awards. Most awarded campaign at the Cannes Lions 2021 (11 awards including Grand Prix PR)

Breast cancer is the leading cause of women's cancer death worldwide. Early detection could prevent up to 98% of them. Yet in some cultures, like Lebanon, breast cancer is often detected too late to be cured because tradition prevents women from talking about their bodies. 

To overcome this local taboo, Spinneys created "The Bread Exam". A recipe video replicating the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough.