Client: Testicular Cancer Canada
Agency: BBDO Toronto
Most cancer charities want to highlight how easy it is to check yourself for lumps or other danger signs, but Testicular Cancer Canada decided to grab some attention by getting guys to do it the hard way.
BBDO Toronto and video production house Crush threw a party at which 20 young men were challenged to have their balls waxed while their reactions were filmed. The results are about what you’d expect, with red-faced screaming and a myriad of facial contortions.
So is it a good idea to associate extreme pain with a simple and painless preventative ritual like feeling your testicles? A spokesperson for Crush give this response: “Given that the target audience (young guys) don’t ever think about cancer, or checking themselves out, we wanted a light-hearted way to get them thinking about their own groins.”
Source: adweek – http://bit.ly/1hkch7s