WHEN A SIMPLE FOOTBALL MOVE BECOMES A LIFE SAVING MOVEMENT In 2016 in France, only 50,7% of women did a medical test to check their breasts for cancer. In Marseilles, this number falls down to 35,1%. With a survival rate of 90%, early breast cancer detection is crucial. For the 25th edition of Pink October, month dedicated to the fight for breast cancer, the Olympique de Marseille, with its foundation, and McCann Paris, associated with Weber Shandwick France, launched the operation #controledelapoitrine to promote breast cancer testing in France. In french, the expression 'contrôle de la poitrine' is both a football move and the term for a breast exam. In Marseilles, people love football, so what better way to grab their attention? This campaign used this expression and its double meaning, asking people to repeat the football gesture on the field in order to motivate women to do the same in hospitals. Results: a viral multi-channel movement which gave women and the fight for breast cancer prevention massive media coverage that football generates.
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