| Title | Play with Yourself |
| Agency | M&C Saatchi |
| Campaign | Play with Yourself |
| Advertiser | The Blue Ball Foundation |
| Brand | Testicular Cancer Awareness |
| Date of First Broadcast/Publication | 2015 / 4 |
| Business Sector | Public Safety, Health & Hygiene |
| Story | Much like cancer, a viral idea can really spread when it's left to its own devices. And that was the plan with this incognito message for testicular cancer, aimed at young Aussie men in the vulnerable age group of 20-39. With 70% of them watching adult movies online, it was the perfect time to reach them: when they already had their pants down. The world-first “pornterruptive” public health message arose from a partnership between aptly-named Australian charity The Blue Ball Foundation, and leading LA adult film studio Digital Playground – and was hidden in the middle of a real adult movie - where star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star. |
| Philosophy | For April, world testicular cancer month, Australian charity The Blue Ball Foundation was paired with leading adult film studio Digital Playground. A message, titled ‘Play with Yourself’, was hidden in the middle of a real adult movie – ‘Game of Balls’, a parody scheduled for the season five release of Game of Thrones, Australia’s highest-rating pay TV show. Star Eva Lovia stopped mid-action, turned to camera, and demonstrated how to check yourself, on her co-star’s private parts. |
| Problem | Australian men are 21% more likely to get testicular cancer. The most affected are 20-39, with 70% watching adult movies online. A perfect time to reach them, when they already had their pants down... |
| Result | 1,536,631 views202k visits to playwithyourself.org |
| Media Type | Web Film |
| Length | |
| More Information | http://www.playwithyourself.org |
| Executive Creative Director | Ben Welsh |
| Creative Director | Ant Melder |
| Art Director | David Jackson |
| Copywriter | Joshua Bryer |
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