Cannes Lions

HAVE YOU CHECKED YOUR OWN?

ACW GREY TEL AVIV, Tel Aviv / CANCER HELP / 2013

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Our product was the media, it was already there and we just needed to make the connection to the public.

Since eggs literally mean testicles in Hebrew, we pointed out the irony of checking the grocery eggs while ignoring the testicles, with the use of this media. We added a humorous effect in order to receive the attention of the target audience that is known to present indifference to health concerns. There was also the shock factor that helped promote the importance of self-examining.

The creative appeared on the carton, along with a QR Code that led to our website and we also printed our name on each Egg so that every time they made an omelet, they received a reminder to check their testicles. We made the offline channels work in accordance with the online channels, so that together, they would push our cause further and help awareness rise.

Outcome

The main goal of this campaign was to promote the foundation and encourage the audience to check themselves; at least as well they do the egg carton in the grocery.

We certainly managed to do that - as a result of the activity, over 1,000,000 Israelis were exposed to our foundation and learned, about the dangers and importance of testicular cancer self-exam.

The website crashed on the first day of the campaign and web traffic increased by 20%.

The activity created a national conversation over the issue and helped Israeli men check for possible disease – which is the greatest result.

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