Testicular cancer is no joke. It’s one of the most common cancers in men aged 15-35, and every year, thousands of men are diagnosed with it. Catching it early can make a huge difference in survival rates. But let’s face it, talking about self-checks isn’t exactly exciting. Most guys would rather skip it altogether than sit through a boring, cringeworthy video showing them how to do it.
But what if there was a way to make self-check demonstrations more engaging? What if they were integrated into something guys actually enjoy watching? That’s where the Testicular Cancer Society’s “Highlight Your Balls” campaign comes in.
The Testicular Cancer Society, based in the US, teamed up with the advertising agency FP7 McCann Dubai to create a campaign that would grab guys’ attention and encourage them to perform regular self-checks. And they found the perfect platform: football highlight videos on YouTube.
Football highlight videos are insanely popular, racking up millions of views from fans all over the world. So why not use them to spread an important message? That’s exactly what the Testicular Cancer Society did.
The “Highlight Your Balls” campaign cleverly integrates self-check demonstrations into football highlight videos, specifically in the moments just before a free kick. You know, when the defenders in the wall instinctively protect their groins with their hands? That’s the perfect time to show guys how to check their own balls.
Launched in April, during Cancer Awareness month, the campaign uses YouTube’s mid-roll technology to ensure the content plays right before the free kick is taken. The clip features three actors wearing the same shorts and jersey colors as the defending team, with a close-up on the groin of the man in the middle of the wall. As the actor performs a quick self-examination, a voiceover explains the procedure in the style of a football commentator. The ad ends with a call to action, directing men to the Testicular Cancer Society website for more information.
But here’s the really cool part: they didn’t just stop at one video. They created over 100 clips, featuring commentary in languages spoken by football fans around the world, including German, Italian, Japanese, English, Arabic, and Portuguese. And they did it all with just 5 jerseys, 5 pairs of shorts, 3 actors, and a green screen.
The “Highlight Your Balls” campaign is a brilliant example of using creativity and humor to spread an important message. By tapping into something guys are passionate about—football—the Testicular Cancer Society has found a way to make self-check demonstrations engaging and accessible to men everywhere.
So next time you’re watching a football highlight video, keep an eye out for the “Highlight Your Balls” ad. It might just save your life.
