FCB launched #GoBallsOut in April, a provocative social campaign with Testicular Cancer New Zealand to raise awareness for International Testicular Cancer Awareness Month, which encouraged young men to exercise to reduce the risks of testicular cancer, and check their testicles.
Testicular Cancer:
- Is the most common cancer affecting young New Zealand men
- 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, or Runtastic before challenging their friends to do the same.
“It’s not every day you present a doodle of a cock’n’balls to a client – all with a straight face,” said FCB ECD Tony Clewett. “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 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.
“It’s not every day you present a doodle of a cock’n’balls to a client with a straight face – potentially, a career-ending move.”
Campaign Results:
- 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’n’balls created and shared internationally
“Early detection is critical for testicular cancer treatment, as it leads to better outcomes for patients,” said Testicular Cancer NZ ceo Graeme Woodside. “We want young men to understand that exercise may reduce the risk 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 ball, and keep themselves safe.
“We hope this campaign will get people talking and walking, as awareness and exercise are both key. 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!”
CREDITS
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Creatives: Peter Vegas, Scott Kelly, Leisa Wall
Head of Craft: Nick Smith
Finished Artist: Chloe Baxter
Head of Content / Exec Producer: Pip Mayne
Content Director | DOP & Photographer: Mike Braid
Editor Digital and Case Studies: Jared Yearsley
Group Account Director: Toby Sellers
Account Manager: Jade Seaton
Digital Strategy Director: Dan West
Data Strategist: Qassem Naim
Media Director: Steph Pearson
Media Planner/Buyer: Stacey Hay
Digital Buyer: Abbey-Rose Clarke
Head of PR, Activation & Social: Angela Spain
PR Account Director: Harriet Mahaffie
PR Account Manager: Amanda McClatchie
Senior Digital Producer: Nick Pengelly
Digital Developer: Andrew Jackson
Client: Testicular Cancer NZ
Product: Testicular Cancer
Client Names: Graeme Woodside, Clare Gard
Production Company: Go Balls Out Video Assembly
Producer: Amanda Chambers
Sound Studio: Park Roast Post | Liquid Studios
Music Composer: Jonny Kofoed | Assembly
Studio Engineer: Toby Lloyd
Studio Engineer:
Mix: Liquid Studio (Craig Matuschka)
Illustration Company: The Jacky Winter Group
Illustrator | Artist: Sean Morris
Producer: Mike Parow
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