Tunis, Tunisia, April, 2025 – In rural Tunisia, breast cancer is still too often diagnosed too late, as deep-rooted cultural taboos keep women from openly discussing their bodies or learning how to check for signs. In response, Carrefour Tunisia and Association des Malades du Cancer de Tunisie (AMC) have launched an initiative in collaboration with potters from the northern region of Sejnane, aiming to transform the country’s oldest tradition into a life-saving tradition.
At the heart of the campaign is the UNESCO-recognized Sejnane doll, a handcrafted figure made by the women of Sejnane through ancient techniques that date back 3,000 years, a tradition passed down from mother to daughter. Through this campaign, the artisans created a new kind of doll with a subtle but powerful addition: a lump on the chest, representing the most crucial sign of breast cancer. Each doll is adorned with traditional Sejnane patterns and icons that visually guide women through the three simple movements needed for self-examination, turning the process into something intuitive and easy to follow.
Sejnane artisans have long used these dolls to symbolize female strength, resilience, and empowerment, making them the perfect medium to carry a vital message about breast cancer awareness.
“For us, at Carrefour Tunisia, this campaign is a way to continue giving back to our community. Breast cancer is a pressing issue in our country, and we could not be prouder to have walked alongside the inspiring women of Sejnane, in shaping this initiative, as part of our ongoing efforts over the past years to raise awareness and support the fight against breast cancer,” says Carrefour Tunisia Marketing Manager Mourad Naili. “We’re dedicated to launching more initiatives like this in the future, while continuing to support the causes that matter to our communities.”
The campaign, created by Saatchi & Saatchi Middle East and Publicis Impact Tunis, features a short film that follows Sejnane artisans as they mold the new dolls with care, each one inspired by real breast cancer survivors across Tunisia, themselves included. “This lump,” one artisan shares, “is just like the one Najwa discovered early. It’s her story, crafted into clay.”
“No awareness around breast cancer is ever enough awareness. And this is true even more so in regions that need the education like Sejnane and more rural areas of Tunisia. Finding this unique cultural opportunity and using that tradition to drive education around checking and early detection is what we’re most fulfilled about when it comes to Lump Dolls,” said Tahaab Rais, Group Chief Strategy Officer of Publicis Groupe.
For many women, the doll will become a daily reminder to self-check. The figures will be sold in-store at Carrefour markets across the country, helping the campaign reach rural and urban centers alike. All funds from dolls purchased will go to AMC’s mission to make breast cancer checks accessible across Tunisia.
“By reshaping this tradition, we hope we are building a new one,” says Sebastien Boutebel, Chief Creative Officer of Saatchi & Saatchi Middle East. “With these dolls we are turning a timeless craft into a reminder for timely checks.”
“Our partnership with Carrefour Tunisia and AMC reflects our shared belief in purposeful storytelling. Together, we’ve taken a heritage craft and turned it into a health education tool that can genuinely influence behavior,” said Ramzi Sleiman, of Saatchi & Saatchi ME.
