Highlight Your Balls

Testicular Cancer Awareness Month is a crucial targeting period for The Testicular Cancer Society but holding the attention of 15–35-year-old men isn’t easy. Research showed that young men ignored traditional self-check messaging and found it dull, but humour proved incredibly effective. UM Birmingham and FP7 McCann teamed up to create an innovative campaign that tapped into humour and the audience’s shared passion for football via fan media. By placing self-check education within the context of exciting football commentary during free kicks, we scored 42million impressions, 43% view-through rate, and 338% increase in donations with just a £7k media budget.