The Opportunity
Over 12,000 men are diagnosed with testicular cancer each year in America and the U.K. To raise awareness of the symptoms and increase rates of early detection in men under 40, FP7 McCann partnered with Hollr to develop a creative idea for The Testicular Society’s 2024 awareness campaign.
The Approach
Traditional testicular cancer self-check campaigns and content can be dull and fail to gain the attention of the target audience. It was therefore essential we developed a disruptive and witty campaign to cut through the noise during Testicular Cancer Awareness Month. Football is the most popular sport in the world, and we looked to leverage men’s love of the beautiful game.
The Solution
One of the most common scenes in every football match is when players protect their groins whilst defending free kicks — in a similar way to how men need to check for testicular cancer. ‘Highlight Your Balls’ played on this common football behaviour as the creative for a self-teach video. The video was then played within the most popular soccer free kick videos on YouTube to hijack viewers’ attention in a relevant but fresh approach for the target audience.
The Hollr Difference
Connecting the campaign and content with influencers in the UK that have a football target audience to play the video and comment on the topic. To generate widespread coverage and engagements, we partnered with TalkSport to support the campaign and drive engagements amongst their majority male audience with the self-check video. Highlight Your Balls generated 7.9 million unique views, and increased donations to Testicular Cancer Society by 338%.
This impactful creative was awarded silver at Cannes Lions 2024 in the Brand Experience and Activation category.
