Case Study: Testicular Cancer New Zealand and FCB asks Kiwis to #GOBALLSOUT for International Testicular Cancer Awareness Month

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Testicular.jpgCase Study: FCB New Zealand launched #GoBallsOut in April, a provocative social campaign with Testicular Cancer New Zealand to raise awareness for International Testicular Cancer Awareness Month, which encouraged young men to exercise to reduce the risks of Testicular Cancer and check their testicles.

 

#GoBallsOut set out to tackle any social stigma head on by ensuring testicles were visually front and centre, asking people to walk, run, cycle, skip, kayak the outline of a “Cock & Balls” by using a fitness App such as Strava, MapMyWalk, Runtastic etc. before challenging their friends to do the same.

Says FCB Executive Creative Director Tony Clewett: “It’s not every day you present a doodle of a cock’n’balls to a client – all with a straight face. Generally, a career ending move. Fortunately, they loved it, and said go for it. So we did. Big. Long. Short. Stubby. Wonky…”.

 

National media were challenged to talk openly about the issue resulting in a series of TV and radio interviews which were quickly picked up by international media. As the campaign grew momentum, a heavy social and digital layer drove users to www.goballsout.org.nz  where they could view a gallery of user generated Cock & Balls, find a route near them and view an engaging, step by step instructional video on how to check their testicles.

 

Campaign Results:

Within 24 hours, the campaign was trending on Mashable and the BBC

Secured over 400 editorial mentions internationally

86% of men 15-39 in NZ were reached across the campaign period

Testicular Cancer NZ proactively approached by TomTom global

194 countries reached out of 196

71% increase in awareness that exercise helps prevent testicular cancer

Video viewed over four million times

Hundreds of Cock & Balls created and shared internationally

 

“Early detection is critical for Testicular Cancer treatment, as it leads to better outcomes for patients,” says Graeme Woodside, CEO of Testicular Cancer New Zealand. “We want young men to understand that exercise may reduce the risk of Testicular Cancer and learn how to confidently check themselves and know what to watch out for. Asking people to #GoBallsOut raises awareness of Testicular Cancer in a provocative and visual way. Ultimately however, we want people to ‘check their balls’ and keep themselves safe.”

 

“We hope this campaign will get people talking and walking, as awareness and exercise are both key” says Woodside. “We want young men to ‘Go Balls Out’ to show the world they’ve got the message, and are willing to start the conversation. Guys love some competition, and when it comes to Cock & Balls, they can get very competitive!”

Agency: FCB New Zealand

Regional Executive Creative Director: James Mok

Executive Creative Director: Tony Clewett

Creative: Peter Vegas

Creative: Scott Kelly

Creative: Leisa Wall

Head of Craft: Nick Smith

Finished Artist /s: Chloe Baxter

Creative Services Director: Jenni Doubleday

Head of Content / Exec Producer: Pip Mayne

Content Director | DOP & Photographer: Mike Braid

Editor /s: Digital and Case Studies: Jared Yearsley

Group Account Director: Toby Sellers

Account Manager: Jade Seaton

Digital Strategy Director: Dan West

Data Strategist: Qassem Naim

Media Director: Steph Pearson

Media Planner/Buyer: Stacey Hay

Digital Buyer: Abbey-Rose Clarke

Head of PR, Activation & Social: Angela Spain

PR Account Director: Harriet Mahaffie

PR Account Manager: Amanda McClatchie

Senior Digital Producer: Nick Pengelly

Digital Developer: Andrew Jackson

 

Production Company: Go Balls Out Video

Production Company Animation Directors: Jonny Kofoed | Matt Von Trott

Production Company Producer: Amanda Chambers

 

Sound Studio: Park Roast Post | Liquid Studios

Music Composer: Jonny Kofoed | Assembly

Studio Engineer: Record Voice Park Road Post | Toby Lloyd

Studio Engineer: Mix: Liquid Studio | Craig Matuschka

 

Illustration Company: The Jacky Winter Group

Illustrator | Artist: Sean Morris

Producer: Mika Parow

Client: Testicular Cancer NZ

CEO: Graeme Woodside

National Support Manager: Clare Gard