GO BALLS OUT

Gold Spike

Case Film

Presentation Image

TitleGO BALLS OUT
ClientTESTICULAR CANCER NEW ZEALAND
Product / ServiceTESTICULAR CANCER
CategoryC07. Co-Creation & User Generated Content
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

The Campaign

#GoBallsOut was a social media led 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 helping to reduce their chances of developing the disease – by exercising. We also showed them how to check themselves for the disease, and get help if any problems were discovered.

Execution

We launched with a broadcast TV exclusive on April 3rd – the start of Worldwide Testicular Cancer Awareness Month. On day one we successfully engineered a series of TV and radio interviews across news media that raised awareness about Testicular Cancer, introduced the #GoBallsOut Challenge and challenged people to get involved. We sold this story in editorially locally and internationally to create the social media takeover we needed for people to jump on board. This was quickly backed up by carefully selected influencers challenging New Zealanders both locally and internationally to get involved. The editorial was crucial in creating the credibility and then a heavy social and digital campaign followed immediately after, scraping social media for all the #GoBallsOut user-generated content, which then fed back into the campaign via banners, social posts, videos– drawing out even more people to join in and create their own.

The #GoBallsOut campaign reached 86% of men 15-39 in NZ. Research showed our target had a 71% increase in awareness that exercise helped prevent testicular cancer. By the end of day 1 the campaign was trending on Mashable & BBC. We secured editorial coverage on The Independent, Huffington Post, Reddit, Fox News, Lad Bible, and hundreds more, reaching 194 countries through over 400 editorial mentions. In week two we were proactively approached by TomTom Global who wanted to work with Testicular Cancer NZ to encourage their fan base to #GoBallsOut. After two weeks over 4,000,000 had watched our videos 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. Awareness was undoubtedly raised, and lives were actually saved by this cheeky little line drawing of a cock & balls.

The Situation

Our charity client had a tiny media budget. But we needed to secure mass reach, and earned stories to launch the campaign nationally to drive momentum and awareness before challenging the public to take part. Plus, we needed to motivate conservative media to talk about a risky subject, genitals. PR was integral to achieve this. We sold the story in editorially locally and internationally. Launching with a broadcast exclusive, followed by a series of interviews across news media helped to successfully raise awareness about Testicular Cancer, and was crucial in creating the credibility we needed to start the #GOBALLSOUT challenge.

The Strategy

Testicular Cancer New Zealand is a charity, so is unable to pay influencers and with an extremely limited media budget we needed to secure mass reaching, earned stories to launch the campaign nationally to drive momentum and awareness around the importance of Testicular Cancer Awareness month before challenging the public to take part. We needed to motivate the often conservative media to talk about a subject that no one wants to talk about, genitals. We would use targeted TV and radio exclusives with our ambassador, All Black, Aaron Cruden and an eye-opening, provocative pitch to trigger the interest of the national media before seeding the campaign internationally and with influencers to garner further awareness and start the user generated movement.

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 McClatchie FCB New Zealand PR Account Manager
Nick Pengelly FCB New Zealand Senior Digital Producer
Andrew Jackson FCB New Zealand Digital Developer
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