TitleControle de la Poitrine (en)
BriefIn 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.
Campaign #Controledelapoitrine
Advertiser Olympique de Marseille
Brand Olympique de Marseille (OM)

Want to see all the credits ? this content is for subscribers only

Subscribe and get unlimited access.

Be inspired by the best creative work from around the world.

PostedJanuary 2019
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Executive Creative Director Ri....do F....so Subscribers Only
Executive Creative Director J...en Ch.....ini Subscribers Only
Creative Director Subscribers Only
Creative Director ..y L...s Subscribers Only
Art Director J...y C....es Subscribers Only
Art Director L...en Ha.....eld Subscribers Only
Copywriter C....ent .e B..s Subscribers Only
Account Director B...o Be.....net Subscribers Only
Chief Executive Officer (CEO) B...o T....nt Subscribers Only
Strategic Planner Gw.....lle M...l Subscribers Only
Community Manager H...y Rou.......rps Subscribers Only
Agency Producer Ma....eu To.....lle Subscribers Only
Va....in A....on Subscribers Only
PR Agency W...r Sh.....ck Subscribers Only
Executive Vice President A...ud Po.....nne Subscribers Only
Account Director E...ie B....il Subscribers Only
Music Company / Composer ..E Subscribers Only

Related Ads

Job Board

Guru Careers: Account Manager (Client Services) Guru Careers
London (EC1N / Hybrid Working), United Kingdom

Latest Ads