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How Olympique De Marseille Hacked Football And Made It All About Women

McCann Paris, together with the football club created the campaign to encourage more women to get breast cancer tests

How Olympique De Marseille Hacked Football And Made It All About Women

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.


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%.

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Advertiser: Olympique de Marseille SASP

Marketing Director: Jean-François Richard

PR and Social Media Manager: Lucie Venet

Creative Agency

Creative Agency: McCann Paris

Creative Director: Sébastien Boutebel Guy Lewis

Copywriter: Clément Le Bars

Art Director: Lauren Haberfield Jimmy Charles

Strategist: Gwennaelle Mirol

Producer: Matthieu Tombarelle

Executive Creative Director: Riccardo Fregoso Julien Chiapolini

PR: Weber Shandwick Paris

Integrated Producer: Arnaud Lemens

Social Communications Strategist: Henry Roux-Dessarps

Social Strategist: Clément Martin

Social Media: Pierre-Jean Bernard

Account Director: Bruno Bes- Pianet