Research shows that testicular cancer affects 1 in 250 men, yet the majority don’t conduct regular self-examinations, and even fewer speak about it openly online.
While most men’s balls go unchecked, FP7 McCann Dubai and McCann Health Dubai discovered that thousands of people check out the Wall Street Bull’s balls every day, making them “The most checked balls on earth.” This made the Wall Street Bull’s balls the perfect pair of ambassadors for a quirky and impactful campaign.
In collaboration with the Testicular Cancer Society, FP7 McCann Dubai and McCann Health Dubai sought to destigmatize the topic, spark conversations about self-checks, and normalize the behavior of reminding men to do them. Using data analysis, text mining and image recognition, the Testicular Cancer Society, FP7 McCann Dubai and McCann Health Dubai were able to target several thousands of individual users with over 21,000 unique data-backed comments. Over the course of a month, the campaign reached over two million people across 21 countries, resulting in six million impressions on social media.
The campaign was further amplified by Major League Baseball player and testicular cancer survivor Conor Joe, and appeared on national television, news and radio stations in the U.S. and featured numerous news and online publications. Leveraging social media and PR, the campaign was able to generate $110,000 in earned media with $0 media spend.