Testicular Cancer Society Highlight your balls

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 hijacked 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.

The campaign achieved notable success, reaching 7.9 million viewers, and helping to increase donations to Testicular Cancer Society by a huge 338%. In addition, it has also been recognised at a range of prestigious industry awards, including securing a Silver Lion and six other shortlists, as well as scooping a Silver and a Bronze award at the 2024 Media Week Awards and a Gold at the 2024 Drum Media Awards.