Highlight Your Balls

1 in 250 men will develop testicular cancer during their lifetime. Early detection is crucial, but most men tend to turn their heads when it comes to traditional self-check tutorials, including those online. Luckily, we recognized a different kind of “ball-focused” content that men love: football highlight videos. On the pitch, football players are typically seen with their hands protectively covering their crotches, so we interrupted popular videos with mid-rolls of players mimicking this stance, but also examining their own testicles in the process. We also partnered with YouTube livestreamers and the world’s biggest sports radio station, Talksport, to insert playful self-check lessons into live commentary of free kick setups.

Truth Well Told: Insight about men’s resistance to health advice, coupled with smart media placement and sharp comedy delivered important lessons about testicular cancer checks to the male target audience. The campaign garnered 42 million impressions and a 45% increase in website visits to the Testicular Cancer Society’s website.