A campaign in the hair. Australians don’t play sissy when it comes to convincing males to show off their genitals in front of their doctor. It is indeed by a medical examination and a testicular control that one can diagnose early a possible testicular cancer. Although rare, this cancer is most common in men under 40. In France there are around 1,500 cases each year.
Urologists recommend that men self-pass their testicles 3-4 times a year to check for any abnormal lumps. If suspected, patients should go to their doctor for a medical examination.
While the medical check-up of the private parts remains taboo for men, the Testicular Cancer Canada association had the idea to shoot an offbeat spot to educate men about screening for testicular cancer. We see a handful of men lying on a white sheet that we can guess at the beautician in the middle of a hair removal session … testicles. The poignant video shows the serene and confident expression of the guinea pigs transforming into fear and a grimace of pain.
Behind the campaign slogan “Expose your balls, so you can check’em regularly” (“Exposing your testicles to check them more regularly”), a message: put away your modesty and get naked to stay healthy .
With this awareness campaign, Testicular Cancer Canada has succeeded: we are tearing the video on the Web.