CHALLENGE

Testicular cancer appears on males between 15 and 35 y.o. It has a high percentage of healing if it is detected in time, but their are ashamed to go to the doctor.

OBJECTIVE

Fight against their shame encouraging them to go to the doctor in time.

STRATEGY

Face to the contradiction of being ashamed to show their genitals to the doctor and showing them to whoever person online (70% of young users of ChatRoulette show their genitals randomly).

EXECUTION

We recorded a real video in which a young woman convince young men to show her their genitals at ChatRoulette. When they do it, she shows the following boards:

“IF YOU SHOW YOUR GENITALS TO ANYONE”

“WHY DON’T YOU SHOW THEM TO THE DOCTOR?”

“TO DETECT A TESTICULAR CANCER IN TIME CAN SAVE YOUR LIVE”.

We seeded the video online to make it become viral and sent it with a press release to main media and influencers for the target.

OUTCOME

- 200.000 views (Youtube).

- Coverage: 150 international media and blogs from 37 countries.

- in the launch day.

- Reach: 2,5 million young men (first week).

- Visits to website x22.

We recorded a real video in ChatRoulette in which a young woman starts videochats randomly with men and convince them to show her their genitals. Then, when they are just about to masturbate themselves, she shows boards in which young men could read the following:

“IF YOU SHOW YOUR GENITALS TO ANYONE”

“WHY DON’T YOU SHOW THEM TO THE DOCTOR?”

“TO DETECT A TESTICULAR CANCER IN TIME CAN SAVE YOUR LIVE”.

The video finish showing all men’s positive reaction after reading the message.

We seeded the video online to make it become viral and sent it with a press release to main media and influencers for the target.

THE RESULTS SURPASED ALL OBJECTIVES!

Investing less than 1.500 Euros:

- 200,000 views in Youtube the first week (Objective = 30,000)

- More than 150 international media and blogs talked about the campaign.

- Media coverage in 37 countries in the less than 24 hours.

- We reached more than 2,5 million young men the first week. (Objective = 500,000)

- Visits to AAA Cancer website multiplied x22 (Objective x3).

AND, MOST IMPORTANT… 100% OF MEN THAT WERE CONTACTED IN CHATROULETTE REACTED POSITIVELY.