Testicular cancer is 98% curable if detected early. However, it still kills over 10,400 men a year. Check One Two’s vision was to get men to check their testicles to reduce the risk of testicular cancer. They asked us to create a campaign that'd get men to actually check their testicles.

Previous campaigns focused too heavily on fear and education and neither resonated with our target young male audience, aged 16 to 34. So we set out to create a movement to change that. With no media budget we needed fans to create content for us. Our audience had no relationship with the brand, so we leveraged influencers to build credibility and celebrities to achieve scale.

Our idea couldn’t be simpler. You just had to grab your balls, take a photo and tag #FeelingNuts. It resulted in 786 million impressions on Twitter and ‘almost broke the internet’ according to MTV.

It all started in June when we challenged celebrities, bloggers and the public to start #FeelingNuts on Twitter, Youtube, Instagram & Vine. They created tonnes of debauched content and One Direction, Hugh Jackman & Ricky Gervais publicly touched their testicles. Our website celebrated the best #FeelingNuts moments and taught me how to check themselves properly.

Next, national press picked up the #FeelingNuts trend. The campaign began to snowball. Radio stations were #FeelingNuts live on air. Graffiti artists took #FeelingNuts to the streets. We even created a prime-time TV show to encourage men to join the movement.

Success! #FeelingNuts ‘almost broke the internet’ according to MTV. Our campaign created 786 million impressions on Twitter and over 150,000 people took part. #FeelingNuts was used in 157 countries and trended in UK, USA, Canada, Australia, Ireland and France.

The Feeling Nuts Comedy Night increased Channel 4’s audience by 110% to 900,000 live viewers. With no media spend #FeelingNuts generated $3,697,592 worth of free media. Google searches increased 8% globally for how to check your testicles. #FeelingNuts was embedded into popular culture and got testicular cancer on the minds of men everywhere.