GO BALLS OUT

Bronze Spike

Case Film

Presentation Image

TitleGO BALLS OUT
BrandTESTICULAR CANCER NEW ZEALAND
Product / ServiceTESTICULAR CANCER
CategoryA01. Activation by Location
EntrantFCB 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

Credits

Name Company Position
James Mok FCB New Zealand Regional Executive Creative Director
Tony Clewett FCB New Zealand Executive Creative Director
Peter Vegas FCB New Zealand Creative
Leisa Wall FCB New Zealand Creative
Scott Kelly FCB New Zealand Creative
Jenni Doubleday FCB New Zealand Creative Services Director
Pip Mayne FCB New Zealand Head of Content/ Executive Producer
Nick Smith FCB New Zealand Head of Design
Chloe Baxter FCB New Zealand Designer
Michael Braid FCB New Zealand Content Director/ DOP and Photographer
Jared Yearsley FCB New Zealand Motion Designer
Toby Sellers FCB New Zealand Group Account Director
Jade Seaton FCB New Zealand Account Manager
Dan West FCB New Zealand Digital Strategy Director
Qassem Naim FCB New Zealand Data Strategist
Steph Pearson FCB New Zealand Media Director
Stacey Hay FCB New Zealand Media Planner/ Buyer
Abbey-Rose Clarke FCB New Zealand Digital Buyer
Angela Spain FCB New Zealand Head of PR, Activation and Social
Harriet Mahaffie FCB New Zealand PR Account Director
Amanda McClathie FCB New Zealand PR Account Manager
Nick Pengelly FCB New Zealand Senior Digital Producer
Andrew Jackson FCB New Zealand Digital Developer

The Campaign

#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.

Links

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