NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

I Love My Balls

I Love My Balls | Liga Contra el Cancer | Wunderman Phantasia
Download Download JPG | 3530x2502px
basics
Industry: Public interest & Non-profit
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

I Love My Balls - An instagram sticker that saved lives.
With $0 budget we raised $ 2,000,000 in free press and achieved more than 2,520,000 social media interactions and more than 21,678,000 million views. But best of all, we saved 5 lives who were diagnosed with an early stage of cancer.

Background

Situation
In Peru, prostate, testicular and penile cancer affects 4,500 thousands new cases of young adults between the ages of 15 and 30 years are detected every year.

Brief
We were asked to create a campaign to generate awareness about the problem and motivates prevention check ups of penis, prostate and testicle cancer in men.

Objectives
Persuade at least 500 males during the period of the campaign to do a prostate cancer, testicles and penis check up, this means increasing the number by 500%

Promote a cultural change on cancer prevention in men, convincing young males and adults to lose their fear and to carry out a self-examination and an annual check-up.

Describe the creative idea (20% of vote)

I Love My Balls - An instagram sticker that saved lives.

All men care about their balls, bud when it comes to preventing penile and testicular cancers de don’t show the same kind of love due to the taboo surrounding them.

This is how we decided to flip over a loved Instagram sticker to invite on men to break this taboo and generate awareness about annual check ups.

Describe the PR strategy (30% of vote)

Insight
Taboos are overcome with humor.

Key message
I Love My Balls - An instagram sticker that saved lives.

An idea as simple as turning an Instagram sticker ended the taboo on these types of cancer and saved the lives of many Peruvians.

Target audience
Men especially from 15 to 40 years, who are more prone to the development testicular, penis and prostate cancer.

Creation and distribution of assets
We launched a video for social networks with influencers and celebrities by the hand of an educational website. Then all this became publications for different digital channels, radio spots, OOH, interviews on TV and Radio and press notices.

Describe the PR execution (20% of vote)

Implementation of the PR
We made a humorous and striking video for social networks with influencers and celebrities totally naked with a powerful message that influenced Peruvians to prevent prostate cancer, testicles and penises.

Celebrities and influencers who posed totally naked made our campaign go out of control. Actors, musicians, artists, our national soccer team and even the first lady joined this movement.

Our hashtag #AmoMisBolas (#ILoveMyBalls) and the new way to use the beloved Instagram tag simulated a pair of hands holding their testicles which helped us solve this problem quickly.

Timeline
From June 1st to June 30th of 2018.

Scale
With cero budget we reached the whole social media users nationwide.

List the results (30% of vote) – must include at least two of the following tiers:

Tier 1: Media Outputs
- With $0 budget we raised $ 2,000,000 in free press.

Tier 2: Target Audience Outcomes
- We saved 5 lives who were diagnosed with an early stage of cancer.
- In sales we increased by more than 1,800% checkups to all our clinics nationwide.
- We achieved more than 2,520,000 social media interactions and more than 21,678,000 million views.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Bronze PR
Co-creation & User Generated Content
Cannes Lions International Festival of Creativity 2019
Bronze Social & Influencer
Not-for-profit / Charity / Government
Latest Updated
Loading...
Sponsor