Woman bakes bread for award-winning healthcare advertising agency campaign


Lebanon is the 107th largest country in the world by population, but ranks number 6th globally for cases of breast cancer. Awareness of breast self-examinations are hindered by tradition and cultural taboos, which can prevent women discussing the steps of detecting the vital early signs of breast cancer.

The Lebanese Breast Cancer Foundation, The American University of Beirut Medical Centre and Spinney’s Flour decided to turn tradition into an advantage, showing women how to perform a self-exam, by teaching them how to bake bread.

The recipe featured on packs of flour in Spinney’s Supermarkets, was praised by the Lebanese president and shared across social media via social influencers around the world, including Germany, Turkey, the UAE and the UK.