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.

At Borussia's Signal Iduna Park, we launched our stunt on February 4th, World Cancer Day, coinciding with Sébastien Haller's comeback. Before kick-off, we added a conspicuous bump on the center circle, symbolizing a testicular tumor and causing speculation. At halftime, we revealed its meaning and called on men for screenings.