After the testicular cancer diagnoses of Borussia Dortmund’s newly signed football star Sébastien Haller and three other Bundesliga players, this disease has recently been put in the spotlight.

In Germany, around 4,000 men are diagnosed with this malignant tumor every year. 

But while it’s quite normal for women to go for breast cancer screening, urologist check-ups are still literally a no-go for most men. Time to break these taboos with a live idea that could save lives.

Live in the stadium, the fans gave standing ovations for our stunt and the worldwide media buzz was enormous: from Dortmund to Rio, sports publishers and TV stations featured our center circle.

On social media, our bump was trending topic and famous football TV highlight shows had coverage on it afterwards, thus generating an outstanding earned media volume of €2.2 million with a total budget of only 2,500 €.

But even more importantly is that we even created the desired effect: urologist slots at Borussia’s test center were fully booked after a short time, making our story literally go full circle.

To raise awareness for testicular cancer, one of the biggest football stadiums became the setting for our live stunt: the Signal Iduna Park in Dortmund. And we not only had the perfect place, but also a date that couldn't be more appropriate: February 4th – World Cancer Day and home starting-eleven comeback of Sébastien Haller against SC Freiburg.

Before kick-off, we added a big bump on the center circle in the stadium to symbolize a testicular tumor, creating an irritating image which sparked speculation instantly.

After the buzz reached its peak, we resolved everything at half-time: in a video Haller and groundskeeper Willi Droste called on men to screen themselves regularly, revealing our motto:

‘A hand ball that could save your life’. Then, urologists educated the fans in interviews, a landing page with detailed information went live and a few days later men could get checked at Borussia’s test center.