An estimated 1 in 250 men will face testicular cancer in their lifetimes. Early detection is crucial for a high survival rate, which makes self-checks vital. However, traditional awareness campaigns often fail to resonate with the men most at risk aged 15-35.

Our research proved humor's effectiveness in Testicular Cancer Awareness messaging. To capitalize on this, we developed a disruptive and witty campaign to cut through the noise during Testicular Cancer Awareness Month. Our goal: get young men to learn how to perform self-checks through content that would grab their attention.

Leveraging the power of young men worldwide's favorite sport – football (soccer), we strategically placed self-check mid-roll ads within free kick highlights - and live match commentary. During free kick moments, where defenders hold their groins, we unexpectedly transformed that moment into a playfully witty self-check tutorial, grabbing attention and delivering a timely, crucial message that resonated with men.

Traditional self-check messaging is often ignored by young men, who find it dull. To break through the noise, the "Highlight Your Balls" campaign got creative. Recognizing young men's global obsession with football, the campaign cleverly leveraged this cultural phenomenon by hijacking a relatable in-game moment with self-check information: defenders instinctively grabbing their groins during free kicks. This natural action mirrored the self-examination young men need to perform. Informative yet humorous mid-roll ads popped up during viral YouTube free kick highlights, while popular YouTube commentators wove self-check instructions into their live commentary during these moments. Even the world's biggest sports radio station got involved, running a self-check tutorial on Talksport during a crucial European football match featuring powerhouse Liverpool FC.

By understanding how young men consume content and using humor to make our message engaging, the campaign delivered a serious message in a way that resonated with young men worldwide.

Our campaign tackled testicular cancer awareness for young men (15-35), the most susceptible demographic. Our internal data gathering revealed their disinterest in traditional testicular (balls) cancer content (significantly low view count) but strong affinity for football content. We leveraged this by integrating self-check messaging seamlessly into their viewing habits. We focused on YouTube free kick highlights and live streams, popular platforms for young male engagement. Culturally relevant placements were key. Self-check tutorials appeared during free kicks, mirroring defenders' actions. YouTube mid-roll ads, live streamer collaborations, and Talksport radio placement ensured the message touched multiple touchpoints. Strategic timing amplified the campaign by aligning it with a high-profile Liverpool FC European match, capitalizing on a captive audience during Testicular Cancer Awareness Month. This data-driven approach bypassed traditional media fatigue and resonated with the young male football community within their existing online communities, achieving significant awareness during a critical month for our society.

The campaign's multi-channel approach shattered geographical barriers, reaching young men worldwide. Collaborations with popular football YouTube live streamers seamlessly wove the message into their live commentary during free kicks of major European cup matches. Talksport radio, the world’s biggest sports radio station also aired a self-check tutorial timed with a free kick moment during a crucial European football match featuring powerhouse Liverpool FC. Lastly, informative yet humorous self-check tutorials were transformed into multi-lingual mid-roll ads, strategically placed within viral YouTube free kick highlights.

Testicular Cancer Awareness Month (April) maximised the campaign's impact. Specific dates for video placements, live collaborations, and the Talksport broadcast were chosen to align strategically with the football calendar.

This multi-channel approach ensured global reach, not just geographically, but also culturally. By seamlessly integrating the message into existing content habits and capitalizing on free kicks, a relatable football moment, our campaign resonated deeply with a global audience.

The campaign achieved notable success, airing on 162 channels (FOX affiliates) and reaching 7.9 million viewers, with a significant advertising value of $190,000. On YouTube, it garnered 439,823 impressions and 190,281 completed views, highlighted by a 43.26% view-through rate and a cost-per-view of £0.01, exceeding forecasted views by 182%. This strategy significantly boosted user engagement, with a 30% increase in acquisition and a 92% rise in homepage interactions. Television and audio components also performed well, with 73,000 TV views and 1.3 million listeners to audio tutorials, effectively targeting the 18-35 demographic. Donations soared, with a 338% increase, demonstrating strong support for the Testicular Cancer Society. Overall, the 'Highlight Your Balls' campaign's 42 million impressions significantly enhanced brand perception and consumer engagement.