It's a hat-trick: 'Highlight your balls' shortlisted at Media Week Awards

Published on 2nd September 2024

We are proud to announce that our ‘Highlight your Balls’ campaign for The Testicular Cancer Society with FP7 McCann has been shortlisted for three Campaign Media Week Awards.

The Media Week Awards are one UK commercial media’s most highly prized awards, celebrating the outstanding campaigns and achievements of agencies and teams in the media world.

‘Highlight Your Balls’ has been shortlisted in three categories recognising our integrated, collaborative and strategic media approach, including:

Media Idea: Budget Under £250K
Best Use of Content: Budget Under £250K
Small Collaboration: Budget Under £250K categories.

The winners will be announced on the 17th October in London.

About the campaign

One in 250 men will develop testicular cancer every year, which is why early detection is so crucial. However, traditional self-check videos can be dull, meaning men skip them altogether.Our research proved humour's effectiveness in Testicular Cancer Awareness messaging and, to capitalise on this, we, together with FP7 McCann, developed a disruptive and witty campaign to cut through the noise during Testicular Cancer Awareness Month.

To activate the campaign, we wanted to cleverly leverage young men's global obsession with football. By hijacking a relatable in-game moment, such as when defenders instinctively grab their groins during free kicks, with self-check information, this helped to not only catch men’s attention at a crucial and tense moment, but it also enabled young men to learn how to perform self-checks in a new way.

In addition, we also ran informative yet humorous mid-roll ads during viral YouTube free kick highlights, while popular YouTube commentators wove self-check instructions into their live commentary.

The campaign achieved notable success, reaching 7.9 million viewers, and helping to increase donations to Testicular Cancer Society by a huge 338%.