Penile cancer is a malignant tumor that affects many people. And Brazil is on the top with this disease type. Per year, 1,600 men have their penis amputated. The solution to reduce the chances of contracting the disease is quite simple: water and soap.

That’s why we launched the campaign “Wash the thing” for Instituto Lado a Lado pela Vida, a NGO that has been acting for 12 years in health sector and the only one in Brazil that works in Men Healthcare. We created a calendar on Instagram @laveoditocujo, where a funny reminder was daily posted with illustrations and different synonyms of penis, so nobody would forget to wash it. The campaign was made totally by volunteers – more than 350 artists joined the cause – for representing the nicknames in 366 arts and different synonyms all long the year.

Because of the machismo culture, it’s too difficult for men to talk seriously about subjects related to healthcare of their own genital organ. On the other hand, when the topic is to make jokes, they create a bunch of nicknames for penis.

With $0 investment, since January 1st, 2020, we daily posted an art on Instagram, so nobody would forget to wash every day the penis (cleaning it is the main prevention for this cancer type). Each art used a common name for penis, illustrating the organ in a funny and entertaining way, since it’s still a taboo in Brazil. These illustrations were made respecting the characteristics of each artist, but always including the element water, reminding the cleaning. The campaign was all collaborative and counted on artists from all places of the world.