Breaking the Silence: A Symbolic Campaign in Rural Tunisia
In rural Tunisia, breast cancer remains a taboo subject, often diagnosed too late. But in this northwestern Tunisian village, a discreet hope is born in the hands of women potters. This ancestral skill, recognized by UNESCO, is being reinvented to serve a vital cause, becoming the heartbeat of an unprecedented awareness campaign initiated by Carrefour in support of the Cancer Patients Association (AMC), building on a solidary commitment constructed over the years. A campaign where craftsmanship becomes a messenger of hope, prevention, and solidarity.
This skill goes beyond craftsmanship; it embodies transmission, the strength of women, and the living memory of a village. Today, it is reinvented with a new purpose, serving a universal and intimate battle: life against breast cancer. In the hands of these potters, clay becomes language, message, and awakening. A form of gentle resistance, shaped with love, to awaken consciences and protect future generations.
Carrefour Tunisia, in collaboration with the Cancer Patients Association (AMC), launches a poignant and symbolic initiative - terracotta dolls inspired by breast cancer survivors. Each doll is handcrafted by a Sejnene artisan, bearing a small but profoundly significant detail: a tiny lump on the chest, a faithful reproduction of the first alert that women who have survived thanks to self-examination.
These dolls tell another story. One of a skill transmitted from mother to daughter, now carrying a new message: that of early detection and prevention.
A touching film, unveiled at the campaign's launch, follows the precise and slow gesture of an artisan shaping the clay. As the lump appears, discreet yet important, it becomes a symbol. This film is the first step in a national awareness campaign. The symbolic dolls will be revealed to journalists, and opinion leaders to break the silence around the disease.
A portion of the dolls will also be made available to the public, thanks to Carrefour's logistical support, to collect funds for breast cancer treatment. Thus, each doll becomes an act of solidarity, a call to vigilance, and a tool for awareness.
The Cancer Patients Association emphasizes the importance of early detection, relying on the artisanal heritage as the guiding thread of this new awareness campaign.
Mrs. Zarrouk, the association's president, explains:
"Early detection of breast cancer is a gesture, comparable to the meticulous work of Sejnene women when they shape clay. This ancestral skill, precise and attentive, can symbolically inspire us: just as they take care of every detail, we invite every woman to take care of her health. By regularly performing exams, they can prevent the disease and spare themselves from suffering. Through this campaign, we want to awaken consciences to make detection a lifesaving reflex. This is a campaign to save lives."
Carrefour, the initiator of this action, also wanted to highlight its commitment through the words of Mourad Naili, the marketing manager of this operation:
"Behind every solidary project we undertake, there is a deep conviction: that a brand can, and must, play a driving role in major social causes. This is not a one-time approach: Carrefour Tunisia has always acted and will continue to act to accompany communities, support the most vulnerable, and defend essential causes. With the women of Sejnene, we have united our forces to make tradition a lever for awareness.
Each doll created carries a double message: that of a living heritage and that of hope in the face of cancer. This is a heartfelt commitment, which we assume with pride throughout our network."
In Sejnene, the earth has always told stories. Today, it saves lives.
