Spinneys×黎巴嫩乳腺基金會：用揉面包的手法進(jìn)行乳腺癌自我篩查
The Bread Exam
被稱為“粉紅殺手”的乳腺癌，發(fā)病率高居女性惡性腫瘤的首位。但這也是一種通過早期發(fā)現(xiàn)和篩查，有很大機(jī)率可以預(yù)防的疾病。可問題在于，很多國家和地區(qū)由于經(jīng)濟(jì)發(fā)展水平以及宗教信仰等原因，乳房篩查率低，這些地區(qū)的女性患有乳腺癌后的生存率也較低。
為幫助解決這些與身體私密部位有關(guān)的文化禁忌，在世界癌癥日，麥肯巴黎為中東超市Spinneys、黎巴嫩乳腺癌基金會和 AUBMC 醫(yī)院創(chuàng)作了《The Bread Exam》。
表面上，這是一個教人們?nèi)绾慰久姘慕虒W(xué)視頻，但實(shí)際上，《The Bread Exam》卻是使用與準(zhǔn)備面包面團(tuán)相同的手勢，教婦女們?nèi)绾芜M(jìn)行乳腺癌自我檢查，并發(fā)現(xiàn)乳腺癌的早期跡象。
視頻以食譜視頻的方式，用面包代表乳房，通過對面團(tuán)的揉捏和按壓，向大家展示了乳腺癌自我篩查的手法。這種為當(dāng)?shù)氐奈幕?xí)俗量身定制的創(chuàng)意，在不冒犯任何人的情況下，幫助女性進(jìn)行乳房自檢。
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