Test-icles is the first campaign that promotes the use of pregnancy tests in men as an alternative diagnostic method for the early detection of testicular cancer. Since pregnancy tests are everywhere, with a cost lower than $5 USD, this campaign has the potential to become a large-scale diagnostic method, especially in emerging economies where the cost of urological appointments exceeds $200 USD.

Each year there are more than 72,000 new cases of testicular cancer, and more than 9,000 deaths from the disease worldwide. In Mexico there are 3,337 new cases per year, and it has become the second most deadly type of cancer in men between 15 and 35 years old (the Global Cancer Observatory). The reason? More than 50% of cases are diagnosed in advanced stages because Mexican men do not have the habit of self-examination, which is considered the most effective method to diagnose this disease. In addition, according to the Mexican government, only 35% of men use preventive medicine services because the toxic masculinity that dominates Mexican culture has made them believe that “men do not get sick”. Plus, the cost of the first medical appointment exceeds $250 USD, which makes the diagnosis even less accessible

Taking the third goal of the UN Sustainable Development agenda as inspiration, which seeks to provide a healthy life and promote well-being for all, reduce mortality from non-communicable diseases, and guarantee universal access to sexual and reproductive health, for De Alba Cancer Foundation it was urgent to take action to make early diagnosis accessible for everybody.

Through Testicles, which promotes the use of a pregnancy test to detect potential testicular cancer, De Alba Cancer Foundation presents a new form of diagnosis that has the potential to become a large-scale diagnostic method.

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 early diagnosis is essential to reduce the number of deaths from testicular cancer because it is proven that 90% of cases can be cured when detected early. Objectives: promote early diagnosis to reduce testicular cancer impact, find a sustainable and accessible diagnostic method for everyone, generating culture of prevention that positively impacts men's health.

"A man does not get sick", "A man does not feel pain." These are just some of the phrases that many young Mexicans have grown up with. Although it is declining, toxic masculinity still dominates Mexican culture and continues to distance young adults from self-care, especially in sexual health.

Despite all the efforts of the government and some non-profit organizations, Mexican men continue to resist acquiring the habit of self-examination. Finding an accessible way to bring an early diagnosis method to every corner of the country was very important to reduce the impact of the disease.

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 to 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 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, to increase urological appointments and early diagnosis.

The campaign started in March 2024 with the creation of Tano & Nato, two characters inspired by the word “Tanates”, a popular word for testicles in Mexico. With a very detailed 3D digital animation, these two characters helped create a fun and entertaining message that launched on April 1st, 2024 across OOH, digital, and social media. 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 with testicular cancer diagnosis. At the same time, more than 56 influencers received a kit to join the campaign, get tested, or invite 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 attention and has gained wide reach and acceptance among men aged 15 to 35. 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 used exclusively to find out if a woman was pregnant, Test-icles has created a new diagnostic method and continues increasing the engagement of young people in the early detection of testicular cancer.

Even the ease and low cost of this method is beginning to be evaluated in other emerging economies for its implementation.

As a campaign that promotes early diagnosis of testicular cancer, Test-icles has the potential to save thousands of lives in Mexico. As pregnancy tests are available almost anywhere in the world, they have the potential to become a large-scale diagnostic method, thus reducing mortality from this disease in the coming years. The idea is that all countries in the world, and especially those in which men continue to resist self-examination, implement this alternative diagnostic method.

Carbon emissions were not considered for the development of this campaign since its objective is to address the third objective of the agenda, which talks about health prevention and the reduction of mortality from non-communicable diseases. As pregnancy tests are available worldwide for less than $5 USD, they have the potential to become a sustainable large-scale diagnostic method.