Testicular cancer is the most common cancer among young men. And yet, because of the private nature of our privates, it's one we don't talk much about. Ung Cancer reached out to BCW to find a way to get Swedish men in the know and show them how a simple touch can save their lives.
Persuading Swedish men to check “down there” is one thing. But getting them to talk about it is a different story altogether. Fortunately, the internet lives for an “accidentally inappropriate” pic, so we tapped a top Instagram influencer, Felix Sandman, to get the ball(s) rolling.
The pic went predictably viral. But the bigger impact came the next day when Felix revealed why he’d done it and offered viewers a link to the campaign’s microsite. Within hours, the media pounced on the cause and suddenly everyone in Sweden was talking testicular health.
The response to our campaign was enormous. Suddenly, all Sweden could talk about was how to give a proper self-exam. The media went wild, inviting members of Ung Cancer to give interviews in newspapers, on TV and on the radio, driving home the importance of awareness at every turn.
As it turns out, Swedish men were more than happy to check themselves. In addition to the 81K self-exams performed via the campaign’s microsite, we generated 15.5M impressions and increased Ung Cancer’s social engagement by 131%.