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Introducing Testi-Monials: Some of the hairiest, wrinkliest ambassadors around, sharing their own stories of cancer survival, the benefits of early detection and challenging guys to #havetheballs to talk about this issue.

The campaign went live on the 8th February, using YouTube viral videos, Tweets, media and our hashtag #havetheballs. We slowly started to push our target market to our Microsite, and kept them interested.

Our hairy characters also did some celebrity shout-outs, which we sent to their Social Media pages to get reactions.

As we knew the majority of South Africans would come from their mobile phones, we kept the Microsite very simple, prompting guys to scroll through all the questions without using too much data (very precious in South Africa). And so far, question 14 (what is the survival rate of TC) has the most views.

We hope that as word spreads, more men will feel comfortable enough to have the balls to not only talk about their balls, but perform self-examinations too.

Knowing that our market (men between the ages of 15 and 39) spend over 5 hours a day online searching through blogs, news sites and Social Media (Facebook and Twitter), we used our very small media budget and life-like 3D animated balls to interrupt their scroll and push them to our Microsite. There, our talking testicle was waiting on the couch, ready to answer any awkward questions.

We also reached out to some local male influencers who our target market look up to, with tailored shout-outs inviting them to spread the word.

And from there, it was up to them to #havetheballs to bring it up in conversation.

Testicular cancer is the most common cancer in men between 15 and 39. But if picked up early enough, there’s a 95% chance of survival.

Problem is, South African guys really don't like talking about personal stuff.

The Cancer Association of South Africa’s brief to us was to find a way to get a conversation started between men on this rather awkward subject, and in doing so increase the odds of early detection.

Because feeling comfortable about talking about testicular cancer is the first step to fighting it.