It is a perfect example of the use of social networks to raise an awareness message. The idea was born thanks to the possibility of modifying the Racing soccer team's shield in all its communication for 4 weeks, thus emulating the same stages of growth of a testicular cancer. Every single content was altered, including the real time of the matches. In addition, it was possible to bring about the desired deception, so that no one would notice the lump growing week after week in front of the eyes of millions.

Soccer is the most popular sport in Argentina. And it is not only a sport, it is part of the culture of this country and concentrates the largest male audience. There is no other event more relevant and effective in capturing the attention of the male audience than soccer. That’s why, when we set out to create a campaign aimed at raising awareness about testicular cancer, we could not find a better environment than the complicity of one of the most important clubs in South America, Racing Club de Avellaneda. Moreover, at the time of the campaign, the club was going through a great soccer moment, which attracted not only the attention of the club's fans, but of the whole Argentinean and American soccer since the campaign was launched during the Libertadores Cup of America, just when some of the key matches, such as the Racing Club vs. Boca Juniors quarter-final was played.

According to statistics, 1 out of every 4/5 Argentineans will generate a tumor during their lifetime. It is also true that 3 out of 4 are treatable if caught in early stages.

At the same time, testicular cancer is very silent, and we have no way of realizing that it is growing in our body.

Given this situation, FUCA, Foundation for Cancer Research, Education and Prevention needed to raise awareness about the danger of missing the signs that can allow us to detect testicular cancer in an early stage.

The aim of FUCA along with Racing Club and Kappa (Racing Club's jersey brand) was to draw the attention of the largest male audience and raise awareness about the silent way in which a testicular tumor can grow and the need for regular medical check-ups for early detection.

FUCA, along with Racing Club, one of the biggest soccer teams in Argentina, and Kappa created a campaign modifying the most sacred thing a club has, its shield.

Clinically, a testicular cancer can develop in 4 weeks, the same time in which the shield was modified with slight protuberances that were growing week by week, as it happens with the stages of a tumor. We changed the shield on all the club's social networks and in every content, including real time content of every single match during that period.

It was only after 12 days that someone noticed the anomaly, even though the content was exposed to millions of people, raising reactions on social media.

We let the conversation grow, until the fourth week when Juan Ramón Fleita, Racing idol and cancer survivor, revealed the mystery behind the bulge and explained that it was an awareness campaign about testicular cancer.

As the campaign had to draw attention and raise awareness among the male audience about the importance of having medical check-ups to prevent testicular cancer, we focused on the sport gathering most of the male audience, soccer. In order to reach the largest male audience, the campaign was set out to be launched at a relevant moment for Racing, when two championships were disputed. The Argentine Cup and the Libertadores Cup, with continental audience.

Racing managed to position itself among the 4 best teams, which brought about a lot of organic press.

We profited from these opportunities to ensure that the modified logo had the greatest reach.

We choose social media to launch the campaign because the networks are visible to everyone. There, we could modify the logo week by week, evidencing more and more its alteration and allowing us to generate the action in real time during the matches.

Clinically, a testicular cancer can develop in 4 weeks, the same time in which the shield was modified with slight protuberances that were growing week by week, as it happens with the stages of a tumor. We changed the shield in all the club's social networks and in every content, even those that appeared in real time.

In the fourth week of the action, with the help of Juan Ramón Fleita, Racing idol and cancer survivor, we told what it was all about through a video content posted in the club's social networks.

Together with Kappa, a limited edition of 500 jerseys with the altered club logo was made and later auctioned off at FUCA donation events.

25 days of content on social networks and 456 photos edited in real time during 6 matches.

We unveiled the campaign with a network video and the impact exceeded all expectations both on social networks and in local and international media coverage with a 0 budget.

After 25 days of campaign and 456 edited photos in real time during the course of 6 games, we reached +72 million organic users, +4 million social media interactions and a huge media coverage in Argentina and around the world (+86 organic media coverage); but most importantly, we increased testicular cancer mentions in our country by +594%.

The campaign drew the attention of international relevant media, such as BBC and The Sun in an organic way. In addition, even months later it was recognized as the "Gesture of the Year" in the important sports magazine Panenka, thus evidencing the worldwide recognition of our campaign.