Olympique de Marseille (OM) - "Controle de la Poitrine (en)"

McCann Paris Neuilly sur Cedex, Francia

7880

This ad is part of the ACT Responsible Collection

Marca: Olympique de Marseille (OM)
País: Francia

Anunciante: Olympique de Marseille

Título	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.
Agencia	McCann Paris
Campaña	#Controledelapoitrine
Anunciante	Olympique de Marseille
Marca	Olympique de Marseille (OM)
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Posted	Enero 2019
Sector Empresarial	Sólo para suscriptores
Sinopsis	Sólo para suscriptores
Medio	Case Study
Director ejecutivo de creación	Ri....do F....so Sólo para suscriptores
Director ejecutivo de creación	J...en Ch.....ini Sólo para suscriptores
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	Va....in A....on Sólo para suscriptores
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