Go Balls Out
Testicular Cancer New Zealand
Issue 43 | June 2017
Agency
FCB New Zealand
Creative Team
Regional Executive Creative Director James Mok Executive Creative Director Tony Clewett Creative Services Director Jenni Doubleday Creatives Peter Vegas, Leisa Wall, Scott Kelly Head of Craft Nick Smith Finished Artist/s Chloe
Production Team
Head of Content / Exec Producer Pip Mayne Content Director | DOP & Photographer Mike Braid Editor/s: Digital and Case Studies Jared Yearsley Digital Strategy Director Dan West Data Strategist Qassem Naim
Other Credits
Group Account Director Toby Sellers Account Manager Jade Seaton 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 Pengelley Digital Developer Andrew Jackson Client Testicular Cancer NZ Product Testicular Cancer Client Name Graeme Woodside
Date
April 2017
Background
Testicular cancer was the most common cancer among 15-39 year old males. But these young guys were completely oblivious to it. Cancer was not on their radar. However, the disease was very treatable if caught early.
The task was to raise awareness and get young men to check themselves, a challenge made harder because this target group was extremely uncomfortable talking about issues like this.
Idea
It was also a little-known fact that exercise was one of the best things to do to help prevent testicular cancer.
So the campaign challenged young Kiwis to get out onto the streets and run or walk in the shape of a giant cock and balls, share it on social media and challenge a friend to do the same.
A free GPS exercise tracking app helped them map out the shape, something most of them had been doing since boyhood anyway.
They were then asked to share their cock and balls with friends and followers and get mates to go out and do the same.
In taking part in the challenge, they were doing the very thing that could help prevent the disease - exercise.
Results
The #GoBallsOut challenge grew fast. By the end of day one the campaign had gone worldwide, gaining coverage from the likes of Mashable, Reddit, the BBC News, Fox News, Lad Bible, Runner's World and hundreds more.
Cock & Balls maps began appearing all over the world, organically raising awareness in 192 countries from New Zealand to the Ukraine.
After just two weeks over four million people had watched the videos and learnt how to check themselves for testicular cancer. Some were even alerted to problems and were able to receive help.
Our Thoughts
This idea is so-o-o puerile. And that's exactly what makes it work so well. Don't ask me why the male of the species has been drawing his willy on the walls of his cave since the stone age, but he has. Playing to the innate prurience of the target audience is exactly the right thing to do in this instance, and if it offends an older generation or two, so much the better.
The insight here is that the average twenty-something male is embarrassed to talk about his penis and his testicles but locker-room culture makes it fine to talk about his donger and his bollocks.