A common pregnancy test can help a man detect potential testicular cancer. De Alba Cancer Foundation, the non-profit organization that works to reduce the social impact of cancer in Mexico, has taken this discovery and transformed it into Test-icles, the first campaign that invites men to take a pregnancy test. More than a campaign, it is a unique initiative that promotes a new diagnostic method that has the potential to teach Mexican men the importance of early diagnosis.

In México, testicular cancer registers 3,337 new cases and 670 deaths every year. This is the third most common type of cancer in men between 15 and 40 years old, a segment that represents more than 19% of the country's total population.

Although periodic self-examination is considered the best way to diagnose it, barriers such as fear, shame, and toxic Mexican masculinity, spread the belief that "men do not get sick". This doesn’t let men acquire the habit of self-examination and even prohibit them from speaking about this disease in public.

Added to this, the cost of medical appointments and clinical studies exceeds USD 250 from the first appointment, making the timely diagnosis of this disease even more difficult and less accessible to the Mexican population.

The reason why 50% of cases are diagnosed in very advanced stages. In the coming years, the number of new cases and deaths from testicular cancer is expected to rise by 13%.

The De Alba Cancer Foundation is a non-profit organization working to reduce the social impact of cancer in Mexico, providing support to people with cancer who are in a state of social and economic vulnerability so that they receive the medical care they need – while also generating health promotion and cancer prevention programs. Concerned about testicular cancer in Mexico, with more than 3,337 new cases every year and its status as the second most lethal type of cancer in men 15-35 years old, the foundation needed to help young men become aware of the need for timely diagnosis and the availability of a faster and more accessible diagnostic method.

A few years ago, a young British man tested positive on a pregnancy test. From that moment, it was discovered that some types of testicular cancer produce the same hormone as embryos, which is the indicator in pregnancy tests.   

Clinical studies show that a hormone produced by embryos is also produced by some types of testicular cancer, and this hormone is detected in pregnancy tests. The De Alba Foundation has transformed this discovery into a unique opportunity to raise awareness about the prevention of testicular cancer with Test-icles, the first campaign that helps men detect potential testicular cancer with a common pregnancy test. The campaign also had a call to action, asking men to see a doctor.

Test-icles was focused on all Mexican men between 15 and 35 years old, the population with the highest risk of testicular cancer.

The campaign included market research to determine the preferences and behaviors of this target, as well as to identify the reasons why 50% of testicular cancer cases occur in very advanced stages. The result: young men are ashamed to examine themselves and do not like to go to the doctor.

So the focus was on generating a differentiated experience around detection, including a humoristic and challenging tone of voice.

The campaign started in March 2024 with the creation of Tano & Nato, two characters inspired by the word “Tanates”, a popular name for testicles in Mexico.

They helped create a fun and entertaining message that launched on April 1st, 2024, across OOH, digital and social media, including short films and organic posts.

All communications were directed to testicles.mx, where men found more information about the disease, a medical directory and how a pregnancy test could help them diagnose it. At the same time, more than 56 influencers received a kit to join the campaign, getting tested or inviting a man to get tested. Everyone was talking about it.

Then, the campaign was presented to national and international media to amplify its impact, allowing it to become a topic of conversation.

Test-icles has generated significant popularity and has gained wide reach and acceptance among men aged 15 to 35, who have taken their first pregnancy test.

With a donated media budget close to $17,000 USD, the collaboration of more than 56 influencers and organic social posts, the campaign reached 17,532,873 impressions, 36,049 interactions and 19,878 website visits in its first month. The message was amplified by more than 34 media, making it present throughout Latin America, United States and some countries in Europe, Asia and Oceania.

Transforming something that until now was exclusively to find out if a woman was pregnant, Test-ices has created a new diagnostic method and continues increasing the engagement of young people to the prevention of testicular cancer. Even the ease and low cost of this method is beginning to be evaluated in other emerging economies for its implementation.