During a time of the year when everyone talks about eggs, we remind you to take care of yours
Story
We gave a new meaning to Easter, using it strategically to raise awareness about one of the most common cancers in men between the ages of 15 and 35, testicular cancer, which is very easy to prevent through a self-exam. But in a country where there is much talk of "eggs", touching them was taboo. That is why Cáncer Con Ciencia, a foundation specialized in finding a cure for cancer, launched a campaign with a high cultural impact: "Take care of your eggs", where we give new meaning to Easter eggs, making them tangible. Yes, the first eggs that you were not going to be able to eat, but if you practice a self-examination. The impact was organic, making it viral by doctors and the media across the country. Fulfilling the objective that men understand that the most important eggs are theirs.
Philosophy
During a time of the year when everyone talks about eggs, we remind you to take care of yours
Problem
Testicular cancer is highly treatable if detected early through self-examination, but very few people know about it and even fewer know how to perform it.
Result
We achieved that in a country where there was much talk about eggs, but touching them was taboo, caring for them is naturalized by men. But even better: We reached a total of 58,452,200 views between instagram, youtube and other platforms. Most importantly, more men now know how to do a testicular self-exam. Digitally with 275,749 impressions. But even more important, we reached an earned average of US$234,506 due to the organic repercussion that the campaign had.