#controledelapoitrine
Olympique de Marseille SASP
Issue 46 | April 2018
Agency
McCann Paris
Creative Team
Executive Creative Director: Riccardo Fregoso Executive Creative Director: Julien Chiapolini Creative Director: Sébastien Boutebel Creative Director: Guy Lewis Art Director: Lauren Haberfield Art Director: Jimmy Charles Copywriter: Clément Le Bars
Production Team
Social Analyst: Clément Martin Integrated Producer: Arnaud Lemens Producer: Matthieu Tombarelle Motion Designer: Valentin Audubon PR Agency: Weber Shandwick Paris
Other Credits
Account Director: Bruno Bes- Pianet Strategy Director: Erik Bertin Strategist: Gwennaelle Mirol Head Of Social: Pierre-Jean Bernard Community Manager: Henry Roux-Dessarps Client: Olympique de Marseille SASP Marketing Director: Jean-François Richard PR Manager/ Executive Director: Lucie Venet
Date
October 2017
Background
Do you know what one of the most famous football moves - THE CHEST TRAP - is called in French?
It's called CONTROLE DE LA POITRINE and it's the same term used by the French for a breast exam done for cancer prevention.
Idea
Do you know what one of the most famous football moves - THE CHEST TRAP - is called in French?
It's called CONTROLE DE LA POITRINE and it's the same term used by the French for a breast exam done for cancer prevention.
McCann Paris, together with the football club Olympique de Marseille (as part of their sustainability platform OM Attitude) decided to hack this male dominated sport and turn CONTROLE DE LA POITRINE into a nation-wide campaign to get women to do their regular breast exam.
"In France, only 50% of women did a breast exam last year. So we turned this football move – a sport dominated by men – into a movement dedicated to women. We used the power of the Olympique de Marseille's community and the determination of our women's football team to transform this into a nation-wide campaign and convince women to do the medical check," said Riccardo Fregoso, ECD McCann Paris.
Using social media, the French public were invited to post their own Chest Trap video and invite their friends and family to do the same.
Results
Influencers, politicians, football players, journalists, vloggers, popstars, bloggers, comedians, famous chefs, doctors, TV Stars, and thousands of members of the French public posted videos, shared the content and helped increase breast exam appointments by 17%.
Full case study video here
https://www.youtube.com/watch?v=KwUTuARb2eU