Testicular Cancer New Zealand Digital, Case study Go Balls Out [image] 2 by FCB Auckland

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Go Balls Out [image] 2

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Industry Against Cancer, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency FCB Auckland
Regional Executive Creative Director James Mok
Executive Creative Director Tony Clewett
Creative Leisa Wall, Peter Vegas, Scott Kelly
Designer Chloe Baxter
Released February 2017

Awards

Spikes Asia 2017
PR Co-Creation & User Generated Content Gold Spike
Mobile Activation By Location Bronze Spike

Credits & Description

Client: Testicular Cancer New Zealand
Agency: Fcb New Zealand Auckland, New Zealand
Entrant: Fcb New Zealand Auckland, New Zealand
Idea Creation: Fcb New Zealand Auckland, New Zealand
Media Placement: Fcb New Zealand Auckland, New Zealand
Pr: Fcb New Zealand Auckland, New Zealand
Production: Fcb New Zealand Auckland, New Zealand
Regional Executive Creative Director: James Mok (Fcb New Zealand)
Executive Creative Director: Tony Clewett (Fcb New Zealand)
Creative Services Director: Jenni Doubleday (Fcb New Zealand)
Creative: Peter Vegas (Fcb New Zealand)
Creative: Leisa Wall (Fcb New Zealand)
Creative: Scott Kelly (Fcb New Zealand)
Head Of Craft: Nick Smith (Fcb New Zealand)
Designer: Chloe Baxter (Fcb New Zealand)
Head Of Content/ Executive Producer: Pip Mayne (Fcb New Zealand)
Content Director/ Dop And Photographer: Michael Braid (Fcb New Zealand)
Motion Designer: Jared Yearsley (Fcb New Zealand)
Group Account Director: Toby Sellers (Fcb New Zealand)
Account Manager: Jade Seaton (Fcb New Zealand)
Digital Strategy Director: Dan West (Fcb New Zealand)
Data Strategist: Qassem Naim (Fcb New Zealand)
Media Director: Steph Pearson (Fcb New Zealand)
Media Planner/ Buyer: Stacey Hay (Fcb New Zealand)
Digital Buyer: Abbey-Rose Clarke (Fcb New Zealand)
Head Of Pr, Activation And Social: Angela Spain (Fcb New Zealand)
Pr Account Director: Harriet Mahaffie (Fcb New Zealand)
Pr Account Manager: Amanda Mcclathie (Fcb New Zealand)
Senior Digital Producer: Nick Pengelly (Fcb New Zealand)
Digital Developer: Andrew Jackson (Fcb New Zealand)
Website URL: https://goballsout.org.nz/
Social Media URL: https://www.youtube.com/channe...
Social Media URL: https://www.instagram.com/test...
Social Media URL: https://www.facebook.com/Testi...
Social Media URL: https://twitter.com/Testicular...
Describe the campaign/entry:
#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.
Creative 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, and share it 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.
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.
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.