The Lebanese Breast Cancer Foundation (LBCF) collaborated with McCann, a French communication
agency to raise awareness about the importance of screening and early detection. The collaboration initiative expanded the outreach of the awareness message to a wider target audience through euphemism: baking bread instead of talking about breasts while doing the self-exam.
This resulted in one of the most successful breast cancer awareness campaigns in Lebanon and the region for the year 2020: The bread recipe video demonstrated similar gestures for bread kneading and breast self-examination.
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