This April is celebrated the month of awareness of the cancer of testicles, and to commemorate it, the US organization Testicular Cancer Society and the agency FP7 McCann Dubai They have launched “I see balls” (“I see balls”), a campaign to warn of the importance of self -exploration turning objects with phallic form into reminders.
The action converts censorship into creativity and male instinct into awareness
According to the organization, 42% of men between 15 and 15 years of the entire mute -the group of greatest risk against the disease -, Go to social networks to obtain medical advice. And, however, on many occasions the algorithms of the platforms are not able to distinguish between the explicit content of the informative information, and they end up blocked.
With the intention of overcoming these automatic censures, the organization has created a Application of augmented reality which transforms any real element in the shape of a penis – cactus, clouds, rocks, plants – into a medical guide. Thanks to technology, the tool overlaps on the screen instructions to make a Self -exploration testicular In five simple steps, so that users can learn to prevent disease.
In the audiovisual piece of the initiative, with production of McCann Content Studios, testicular cancer Society relies on the Videos and images of galicous figures that flood the Internet, and takes advantage of it to illustrate, in a simple, fun and effective way, its tool and how it can help prevent testicles cancer.
The application, as collected The Stablethis type of resources has been trained with thousands, and is available on a specific website accessible only from Mobile phones. In it, the organization, in addition to training in prevention, invites users to share the informative images resulting in social networks.
The “I See Balls” campaign has been activated on Instagram, Tiktok and Facebook, precisely the platforms where censorship is more likely.
“Men already perceive these forms instinctively”, Says Federico Fanti, creative director of FP7 McCann Menat, to the aforementioned medium.“What makes ‘i see balls’ so effective is that it is based on that behavior. It is a behavioral stimulus disguised as humor; Once you see the overlap, you start detecting reminders wherever you go”
“If men do not know how to do the test because the tutorials bore them, they will not do it themselves”, Adds Mike Craycraft, founder of testicular cancer Society.”‘I see balls’ avoids the uncomfortable and use humor and interaction to transmit a serious message. That’s the revolutionary”
An action with the CD Leganés
Within the framework of the awareness month, testicular cancer Society has carried out an action in collaboration with the Madrid team CD Leganés. On April 12, during the previous match against FC Barcelona, the players wore special pants that incorporated the organization of the organization in the front.
The action was developed under the Claim “We have a couple.”
More info.: I see balls
