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.

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%.