Our campaign is worldwide, since it affects anyone who sees it and the views we had on this first week -over 1.8 million- come from all over the world.

Our region, Latin America, has the same auto-imposed restriction when it comes to matters of pornography. Its frowned upon by brands in general.

Finding: Testicular Cancer has a 95% survival rate when detected early on. And it first appears as a teenager.

Challenge: How do we make kids listen to a message that don't interest them, mainly because their minds -at that age- are focused on other things like girls and also because they never think it could happen to them.

Idea: We used a medium they all watch, repeatedly. And place our message there. Lure them in with the phrase: a porn actress will teach you to last longer... and give the final twist: longer in life.

the strategy was to be where they are, speak in their language and the objective is for them to know how simple and important it is to perform a Testicular Self Examination (TSE)

First of all, they are drawn to the medium itself, Pornhub.

Second, the title of the video -Branded Content- was alluring because it speaks to an issue all men want to address: how to last longer. And having a Porn Star teach you that is more than anyone could ask for.

Third, and most importantly, big industry players (brazzers, reality kings, babes.com, twistys) joined in and placed our video in front of their own, making people watch the message and learn about it right before they got down to business.

By adding our video alone and the four videos from production companies within the pornhub network, that placed it on their own videos, we are looking at well over 2 million views on the first week, which translates to over 2 million people that now know hot to perform a Testicular Self Examination.

This, without a dollar spent on media planning, just sheer will of people that watch porn and were struck by our message. You can see them here:

http://www.pornhub.com/event/save-the-balls

http://www.pornhub.com/view_video.php?viewkey=1650661432

http://www.pornhub.com/view_video.php?viewkey=1576912361

http://www.pornhub.com/view_video.php?viewkey=2096390929

http://www.pornhub.com/view_video.php?viewkey=239740679

Also, we directed them to a landing page within pornhub: http://www.pornhub.com/event/save-the-balls to learn even more about Testicular Cancer.

This idea runs on a medium that already exists but its never use for traditional advertising: a porn site. But not only is it a medium for us, because we are not putting up banners o paid publicity, we created content that runs within the same parameters as other videos in there, disguising our message and making it a surprise for users, the impact is even greater.