CHALLENGE

Testicular cancer is a solid tumour that appears more frequently on males between 15 and 35 years old. Most times it can be cured if it is detected in time, but when they notice something strange in their testicles they don’t go to the doctor in time because they are ashamed.

OBJECTIVE

Fight against young males shame, pushing them to go to the doctor just when they notice something strange in their testicles.

STRATEGY

The young males shame to go to the doctor contrasts with that of the many people who use video chatting websites like ChatRoulette, where 7 of every 10 men use it to show their genitals randomly to whoever is watching. It turns ChatRoulette into an opportunity to face the target with this contradiction.

EXECUTION

We recorded a real video in ChatRoulette in which a young woman starts video chatting 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.

We recorded a real video in which a young woman starts video chatting randomly (in Chatroulette) with men and convinces them to show her their genitals. Then, she shows boards in which the young men could read the following:

“IF YOU SHOW YOUR GENITALS TO ANYONE”

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

“DETECTING 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. We spread the video through forums, erotic and humour platforms and social media.

Investing less than 1,500 Euros:

- 100% of men that were contacted in ChatRoulette reacted positively.

- 200,000 views in Youtube the first week.

- 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.

- Visits to AAA Cancer multiplied x22.