| Заголовок | Controle de la Poitrine (en) |
| Brief | In French a breast exam has the same name as a chest trap: ‘Contrôle de la Poitrine’.The Olympique de Marseille used the love for football to create a nation wide movement in France asking people to do their own ‘contrôle de la poitrine’ on the field to get more women to do them in hospitals. A simple and concrete action to get simple concrete results.The idea was to get as many people as possible to film themselves doing the football move ‘contrôle de la poitrine’ and share it on their social networks so that the message would spread and more women would get tested.The campaign received massive support and involvement from people not only from the football world but from all different sectors. Thousands of people created their own Contrôle de la Poitrine videos sharing them to Facebook, Instagram, Twitter and Snapchat and encouraged their friends and followers to do the same.It was carried by journalists, influencers, football stars, politicians, popstars and the general public, with both men and women coming together for the cause.With absolutely no media spend we earned national press coverage, accumulating an audience of over 55 million with outlets including L'équipe, So Foot, Grazia, Le Figaro, France TV, Konbini and Le Parisien putting the campaign and it's message at the heart of conversations all over France.In only 3 weeks we reached over 90 million organic impressions, over 6000 social media mentions, and #controledelapoitrine was the leading hashtag on womens health forums.Most importantly, the campaign resulted in an 17.29% increase in breast exams in Marseille, meaning for each video shared, 10 women got tested. |
| Агентство |
McCann Paris
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| Кампания |
#Controledelapoitrine
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| Рекламодатель |
Olympique de Marseille
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| Бренд |
Olympique de Marseille (OM)
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| Posted | Январь 2019 |
| Бизнес сектор | Спортивные команды, спортивные мероприятия
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| История | Women are dying from a disease that can be cured. France has one of the lowest percentages of breast exams in Europe and Marseille has the lowest percentage.Women in Marseille are dying because of failure to communicate in a way that is relevant to them. This is an epidemic of national proportion that is still today considered only a "womens issue".It was time to broaden the spectrum and invite men to the conversation and what better way to get their attention then by using football. The Olympique de Marseille, is France’s second most popular football club but it is known mostly for the passion of its fans.For breast cancer awareness month the Olympique de Marseille wanted to play a meaningful role for it's city by boosting breast cancer prevention. They provoked action with the help of the association Arcades, that handles all of the state funded breast exams. |
| Тип медиа |
Анализ ситуации
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| Исполнительный креативный директор |
Riccardo Fregoso
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| Исполнительный креативный директор |
Julien Chiapolini
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| Креативный директор |
Sébastien Boutebel
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| Креативный директор |
Guy Lewis
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| Арт-директор |
Jimmy Charles
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| Арт-директор |
Lauren Haberfield
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| Копирайтер |
Clément Le Bars
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| Директор рабочей группы клиента |
Bruno Bes-Pianet
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| Главный исполнительный директор (CEO) |
Bruno Tallent
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| Стратегический планировщик |
Gwennaelle Mirol
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| Менеджер сообщества |
Henry Roux-Dessarps
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| Продюсер агентства |
Matthieu Tombarelle
|
|
Valentin Audubon
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| PR-агентство |
Weber Shandwick
|
| Executive Vice President |
Arnaud Pochebonne
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| Директор рабочей группы клиента |
Emilie Barrail
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| Музыкальная компания / Композитор |
THE
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