How do you get men aged 15-39 to chat about testicular cancer? Cancer Association of South Africa (CANSA) and advertising agency FCB Cape Town latest campaign address this problem with chatty balls.
The ‘Testi-Monials’ campaign is designed to remove the awkwardness and drive awareness around testicular cancer:
According to CANSA, testicular cancer is the most common cancer in young men and affects males of all races. If monitored properly, the average survival rate after five years is around 95 per cent, and stage one cancer cases have essentially a 100 per cent survival rate. It’s for this reason that early detection and prompt action is vital.
Lucy Balona, head of marketing and communication at CANSA, said: “It’s great to see a bunch of people that are actually concerned and interested in men’s health come up with an idea like this and want to share it.
“Cancer is a disease that affects so many, and young men should be made aware about ways to reduce their cancer risk. This is a compelling and engaging campaign to get the guys talking and educated about testicular cancer. Awareness and early detection really does make a difference.”
Mike Barnwell executive creative director at FCB Cape Town said: “We realised that if we could find a way to reduce the awkwardness around the topic of testicular cancer and get a conversation started, we’d be able to increase the chances of early detection.”
For the campaign, FCB Cape Town collaborated with its sister agency, Hellocomputer, it look approximately eight months and some ‘dodgy research’ before the final animations were completed.
Hellocomputer also created the online components of the campaign including an interactive Q&A page where guys could ask the balls questions directly.
This isn’t the first time chatty testis, Bonds underwear and Clemenger BBDO Melbourne launched ‘The Boys’ campaign featuring two talking testicles.
CREATIVE DIRECTOR: Aaron Harris, Grant Campbell
COPYWRITER: André De Wet
ART DIRECTOR: Riaan van Wyk, Matt Thompson
EXECUTIVE CREATIVE DIRECTOR: Mike Barnwell, Simon Spreckley
ACCOUNT DIRECTOR: Stephanie Binns
PRODUCER: Nikki-Leigh Piper
CREATIVE AGENCY: FCB Cape Town & Hellocomputer
MUSIC AND SOUND
SOUND DESIGN: Milestone
DIRECTOR: Hylton Tannenbaum
PRODUCTION COMPANY: Bioscope