Outdoor ad: National Cancer Institute: Graffitesti, 1

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Top 6: March 23rd 2022

In Chile, around 100 men over 20 years old die annually from testicular cancer, a disease that occurs mainly in young people between 25 and 45 years of age. However, if there was greater awareness of how to self-assess, this figure could decrease significantly, since 95% of cases have a good prognosis and full recovery if detection is at an early stage. In the public space of all cities, including restrooms, there are countless graffiti that refer to the male member which have disruptive messages. But to exploit and give them a new meaning Graffitesti by McCann Santiago emerged for the National Cancer Institute, an idea that aims to enhance the task of the entity that works to educate and generate greater awareness of this disease in the population. The campaign uses penises drawn in the city that now will serve to save lives through hundreds of hand stickers arranged on top with information that teaches how to perform a testicle palpation test, illustrating 3 Simple self-examination steps: Touch, Repeat, Check. In a second stage, a filter was added so that anyone can use it on Instagram and incorporate it to the drawing of this type that they find, after the success of the account that hosts the initiative, @graffitesti, which obtained more than 250,000 visits just 48 hours from its launch.