Testicular cancer is the most common cancer among young guys. Yet 62% of those who are most at risk don’t know how to check themselves. We needed to raise awareness about the ease and necessity of regular self-exams in an innovative and culturally relevant way. Our objective was to Generate awareness for Movember, engage young men on the topic of testicular cancer, and change behavior around testicular-cancer prevention.

We met young guys right where they are these days — Web3. NFTs (non-fungible tokens) are exploding in culture, with “non-fungible” meaning that each is totally unique and cannot be replaced. Which is just like…your testicles.

Introducing Non-Fungible Testicles. Not just another NFT. The first NFT that can save your life.

Featuring an exclusive collection of 8,000 digital testicles, designed by iconic NFT artists, MISHKA NYC, Non-Fungible Testicles dropped with a roadmap designed to create behavior change with monthly self-exams.

We gamified ownership, building in regular checks that can unlock rare bonus traits on your NFT. Check on your balls, get rewarded. Ignore them, they lose value. Just like in real life.

With a portion of the proceeds supporting vital testicular cancer research, we turned blockchain technology into a new way to fight cancer.

Young men. NFT culture has a preponderance of young men, the same young men whose #1 cancer risk is testicular cancer. Testicular cancer is the #1 cancer among young men, yet 62% of those who are most at risk don’t know how to check themselves. We used the power of NFTs to engage men to learn about self-exams and spread the word about Movember’s mission to promote men’s health. Each NFT encourages men to regularly perform a self-exam by rewarding them with an exclusive trait unlock, which makes their art more valuable. This keeps Movember top of mind and instills a habit of self-examination, which helps detect potential health issues early. Through the power of social sharing inherent to the NFT community, showing off one’s NFTs helps spread the word about Movember’s mission and the importance of doing self-exams while the proceeds from each NFT.

The core of this project is the experience—investing in an NFT, and your health, with an asset that requires regular checking to maintain its value, just like your testicles in real life.

Non-Fungible Testicles are the first NFT to have a user’s engagement determine its value. We partnered with iconic NFT artists, MISHKA NYC, to craft digital testicle art and define each trait’s rarity. Then, using a generative art script, we were able to create a collection of 8,000 unique pieces for purchase via the Solana blockchain, which dropped during Testicular Cancer Awareness Month. From there, the game ensued.

Users didn’t just mint an NFT for charity, they participated in an activation that helped keep Movember and testicular cancer prevention top-of-mind. When they checked on their Non-Fungible Testicles in their connected wallet on the program website, they unlocked bonus traits, therefore adding to the value of their art. If they ignored their testicles, their art lost value. Check-ins were quick and easy, just like they can be in real life. The custom-built process was simple to navigate within the wallet, yet critical to the final NFT art.

The drop and game mechanics were promoted across all social platforms, including those most relevant to the NFT community, prompting a seamless mint. As well as the Movember’s connections to cancer prevention. All helping to establish a healthy habit that can live on long after the campaign.

Men's health got a natural space in web 3.0 using modern day technology and extending to a donor base that wasn't tapped into before. With over a billion views through media articles on Non-fungible testicles we had men learning and talking about checking their balls. The campaign will also see a constant reminder to check in on their balls in the coming months as owners of the NFTs will either earn traits or lose value of the non-fungible testicles depending if they check in or not - extending the conversation from just the month of testicular cancer awareness month to taking it to months after.