April is Bowel Cancer Awareness Month and Testicular Cancer Prevention Month. However, while charities raise awareness and tutorials for self-exams readily available on YouTube, such videos are often boring or cringeworthy.
To create a self-exam reminder that audiences would watch, the U.S.-based Testicular Cancer Society launched “Highlight Your Balls.” Created by agency FP7 McCann Dubai, the campaign communicates the need for regular self-examinations to a demographic who may prefer thinking about soccer.
Soccer highlight videos rack up millions of views on YouTube, so these became the campaign’s media placement.
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