DDB Bolivia launched a campaign for Alcázar Gynecology Institute back in October of 2014 that included uploading what it describes as the “first fake erotic video on Pornhub,” as outlined in the recently-released case study above.
The approach was based on the insight that traditional breast cancer awareness campaigns aren’t working and research indicating that 94.73 percent of men watch porn online. DDB Bolivia concluded that, given its large international audience, Pornhub was the perfect venue to teach men how to properly conduct a breast cancer examination. The video, entitled “Latin Boobs,” begins by masquerading as porn (with appropriate soundtrack) before informing viewers “This is not an erotic video.” The ad then goes on to explain to viewers that it has already shown them how to perform a breast cancer examination, and reiterates the steps necessary and what to look for, while hoping they aren’t too angry about the deception. As Adweek points out, the approach is a bit of a controversial one, since many cancer awareness activists oppose the sexualization of breast cancer. Still, they managed to inform a wide audience who otherwise might not have been reached about proper breast examination.
While they may have been the first, DDB Bolivia aren’t the only agency to harness the power of Pornhub for cancer prevention. Last month McCann Lima teamed up with porn actress Charlotte Stokely on a video advising men men on how to properly examine their testicles for cancer.
Credits:
Client: Alcázar Gynecology Institute
Agency: DDB, La Paz, Bolivia
Co-founder & CCO: Henry Medina
Co-founder & CEO: Emanuelle Medina
Head of Art: Christian Morales
Copywriter: Henry Medina
Producer Company: Rebeca
Director: Miqy de la Barra
Executive Producer: Alejandro Noriega
Music & Sound Company: Vinylo Sound
Music & Sound Designer: Ricardo Núñez