Testicular Cancer Society - "Wall Street Balls (129s)"

FP7/DXB - McCann Worldgroup

FP7/DXB - McCann Worldgroup Dubai, United Arab Emirates

Awards

766

This ad is part of the ACT Responsible Collection

Brand: Testicular Cancer Society
Country: United Arab Emirates

Advertiser: Testicular Cancer Society

Title	Wall Street Balls (129s)
Brief	Research shows that 1 in 250 men will develop testicular cancer. Regular self-examination increases the chances of early detection and treatment. But, while most men’s balls go unchecked, thousands of people check out the Wall Street Bull’s balls every day - making them “The most checked balls on earth.”In a light-hearted campaign we hijacked the Wall Street’s Bull’s “most checked balls on earth” to turn social media comments into life-saving reminders.The campaign used social listening to detect every post online featuring the famous bull’s balls and responded with witty reminders for men to check in on their own instead. Each comment directed them to a quick and easy self-examination tutorial to watch or share.The unique tone and humor of the campaign helped break the stigma around self-examination and testicular cancer online. Over 25 000 unique comments were posted in numerous languages – reaching audiences from 21 different countries. The campaign reached over 2M people, achieving $110 000 in earned media with $0 media spend.
Agency	FP7/DXB - McCann Worldgroup
Campaign	Wall Street Balls
Advertiser	Testicular Cancer Society
Brand	Testicular Cancer Society
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Media Type	Digital
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