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Go Balls Out

Go Balls Out | Testicular Cancer | FCB
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basics
Industry: Public interest & Non-profit
Media:Cyber
Market:New Zealand
Style: Minimalism
descriptioncnen
CampaignDescription

#GoBallsOut was a mobile phone-based exercise challenge that got males using a free GPS Exercise tracking app to map the shape of a Cock & Balls - something they’ve been happily drawing since they could hold a pencil. We asked them to share it on social media with #GoBallsOut, and challenge their mates to join in too. In taking part in the challenge, they were doing the very thing that can help prevent the disease - exercise.We also showed them how to check themselves for the disease, and get help if any problems were discovered.
Strategy

It’s hard getting young guys to care about serious medical issues, let alone take part in active challenges like #GoBallsOut. We decided to motivate them to get involved by using influencers like sporting heroes, celebrities, artists & musicians to help spread the message. On day 1 we would get them to begin posting their Cock & Balls maps and to challenge New Zealand males to join in and start sharing their own maps.We would also target the appropriate news media, sports, and “infotainment” TV shows that our target group watch. The story would also be released to international media.A targeted social & digital campaign would also support our PR activity.Given our age group’s addiction to their mobile devices, and the recent popularity of fitness apps and wearables, and their love of social media and celebrities – we thought this approach would hit the mark.
Synopsis

Testicular Cancer is the #1 Cancer for 15-39 year old males. But these young guys are completely oblivious to it – awareness amongst this age group is shockingly low. Cancer’s not even on their radar. However the disease is very treatable, if caught early. It’s also a little-known fact that exercise is one of the best and easiest things you can do to help prevent Testicular Cancer.We needed to raise awareness of Testicular Cancer, tell young guys how to prevent it, and get them to check themselves for the disease before it’s too late.A challenge made harder considering that males are extremely uncomfortable talking about serious medical issues like this.
Execution

Go Balls Out was executed during April – Worldwide Testicular Cancer Awareness Month. On day 1 we kicked off with PR via a series of interviews and stories on news media that raised awareness about Testicular Cancer, and introduced the #GoBallsOut Challenge. Our influencers were ready, and seeded their GPS Cock & Balls maps across social media, and challenged New Zealand males to get out there and map theirs on their mobile devices too.A heavy social and digital campaign effectively filled the newsfeeds of our target with unmissable images of Cocks & Balls.Soon enough, the challenge caught on and males from New Zealand, and all over the world got mobile and joined in.
Outcome

The #GoBallsOut campaign reached 86% of men 15-39 in NZ.Pre & post campaign research showed our target had a 71% increase in awareness that exercise helped prevent testicular cancer.After just two weeks over four million people had watched our videos (at a cost of just $0.001) and learnt how to check themselves for testicular cancer. Testicular Cancer NZ has been contacted by a number of young men who have found symptoms, and are now receiving further help. By the end of day one the campaign was trending on Mashable and the BBC. Over the following days we earned editorial coverage on The independent, Huffington Post, Reddit, Fox News, Lad Bible, and hundreds more, reaching 194 countries through over 400 editorial mentions.Awareness was undoubtedly raised, and lives were actually saved by this cheeky little line drawing of a cock & balls.
credit
Brand:
Agency:
Executive Creative Director:
Production Company:
Other credit:Entrant Company: FCB NEW ZEALAND, Auckland, New Zealand
Media Agency: FCB NEW ZEALAND, Auckland, NEW ZEALAND
PR Agency: FCB NEW ZEALAND, Auckland, NEW ZEALAND
Creative, Leisa Wall, FCB New Zealand
Creative, Peter Vegas, FCB New Zealand
Head of Craft, Nick Smith, FCB New Zealand
Regional Executive Creative Director, James Mok, FCB New Zealand
Creative, Scott Kelly, FCB New Zealand
awards
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Content for User Engagement
Cannes Lions International Festival of Creativity 2017
Bronze PR
Co-Creation & User Generated Content
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Brand led Education & Awareness
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Activation by Location
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Co-Creation & User Generated Content
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Charities & Non-profit
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