Testicular Cancer New Zealand asks Kiwis to #GOBALLSOUT for International Testicular Cancer Awareness Month.
FCB New Zealand launched #GoBallsOut in April, a provocative social campaign with Testicular Cancer New Zealand to raise awareness for International Testicular Cancer
• Is the most common cancer affecting young New Zealand men between the ages of 15-39
• Is one of the most treatable cancers if detected early, with a survival rate of 95%
• Is often confused with Prostate Cancer as many young men are not aware they’re at risk of developing Testicular Cancer in their youth
• Suffers from a lack of general awareness and discussion around the disease among younger men and their peers due to a shyness to talk about their “private parts”
#GoBallsOut set out to tackle any social stigma head on by ensuring testicles were visually front and centre, asking people to walk, run, cycle, skip, kayak the outline of a “Cock & Balls” by using a fitness App such as Strava, MapMyWalk, Runtastic etc. before challenging their friends to do the same.
FCB’s Executive Creative Director says, “It’s not every day you present a doodle of a cock’n’balls to a client – all with a straight face. Generally, a career ending move. Fortunately, they loved it, and said go for it. So we did. Big. Long. Short. Stubby. Wonky…”.
National media were challenged to talk openly about the issue resulting in a series of TV and radio interviews which were quickly picked up by international media. As the campaign grew momentum, a heavy social and digital layer drove users to www.goballsout.org.nz where they could view a gallery of user generated Cock & Balls, find a route near them and view an engaging, step by step instructional video on how to check their testicles.
• Within 24 hours, the campaign was trending on Mashable and the BBC
• Secured over 400 editorial mentions internationally
• 86% of men 15-39 in NZ were reached across the campaign period
• Testicular Cancer NZ proactively approached by TomTom global
• 194 countries reached out of 196
• 71% increase in awareness that exercise helps prevent testicular cancer
• Video viewed over four million times
• Hundreds of Cock & Balls created and shared internationally
“Early detection is critical for Testicular Cancer treatment, as it leads to better outcomes for patients,” says Graeme Woodside, CEO of Testicular Cancer New Zealand. “We want young men to understand that exercise may reduce the risk of Testicular Cancer and learn how to confidently check themselves and know what to watch out for. Asking people to #GoBallsOut raises awareness of Testicular Cancer in a provocative and visual way. Ultimately however, we want people to ‘check their balls’ and keep themselves safe.”
“We hope this campaign will get people talking and walking, as awareness and exercise are both key” says Woodside. “We want young men to ‘Go Balls Out’ to show the world they’ve got the message, and are willing to start the conversation. Guys love some competition, and when it comes to Cock & Balls, they can get very competitive!”
goballsout.org.nz | #goballsout