Testicular Cancer Canada shows that the perfect dose of humility and humor can go a long way in saving lives by launching the movement #ItTakesBalls, an initiative aimed at educating the public about testicular cancer and inspiring them to take action to destigmatize the illness and ultimately help save lives.
Created by Grip, the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they are too embarrassed to mention the subject. Yet, testicular cancer is the most prevalent cancer in men aged 15 to 29 and it is the most treatable one. So how do you break a deeply ingrained taboo? By putting it into perspective.
Testicular Cancer Canada has asked social influencers to share their most embarrassing stories, bringing attention to the fact that compared to many situations people can go through, men talking to their doctor about their testicles is hardly embarrassing. All stories are aggregated on the dedicated website ittakesballs.ca. Through a social media push, these influencers are inviting the general public to take part in the movement to destigmatize the conversation around testicular health.
This year, the charity is pushing the needle further with #ItTakesBalls, building on the major success of previous shock awareness campaigns, including the 2014 Furballs campaign, a multiaward-winning work from DentsuBos, which across Canada helped increase awareness about testicular cancer by 24% and helped triple the number of visits by men to their doctor for testicular health screenings. Last year, the charity launched another bold campaign dubbed "The Balls Whisperer" (In French, L'homme qui murmurait aux oreilles des couilles), a spoof video inspired by the work of American comedy trio The Lonely Island featuring Andy Samberg, including viral video hit "I'm on a boat".
"The unfortunate reality is too many men ignore testicular pain because it's embarrassing to acknowledge," said Alexandre Désy, Executive Director and founding member at Testicular Cancer Canada, himself a testicular cancer survivor. "Because of this, an otherwise treatable disease can become something much more dangerous. We wanted to destigmatize talking about your testicles, so we treated it like an embarrassment arms race. If we made the truly embarrassing, mortifying stories in our life public, then surely young men would realize that talking to your doctor hardly compares."
The program kicked off across Canada for Testicular cancer awareness month and features bold 30-second social videos, OOH and online banners. It spans TV, radio and print executions with the pro bono collaborative effort of Dentsu Aegis Network agencies.
To find out more about the campaign and the Common Ground initative - http://www.globalcommonground.com/
Gleam Futures: Intel
#MoreThan: The Mobile Go-Getter Campaign
Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected.
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour.
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank's Neighbourhoods
Activating empty assets with Sberbank's Neighbourhoods campaign using data-driven digital communication.
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
GoalKeepers17: Rallying around Global Goals
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support th...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
360i: New Orleans Tourism
New Orleans Tourism set out to prove it, and to attract visitors to the city, by partnering with Spotify to bring the city's sound to life.
Merkle: Media Organization within a retailer
This leading brand sought to build a media organization with Merkle as their agency partner, with the eventual goal of in-housing the team.