Movember: The Lifesaving Lobby

Testicular cancer is the most common cancer amongst young men aged 15 to 35, but also one of the most treatable forms of the disease if caught early - usually via a self-check. However, young men don't often think about their health, especially down there.

So how to do convince this group to be more 'pair aware'?
You make them the target audience... literally.

Throughout Testicular Cancer Awareness Month, a covert gaming event took place, which saw a crack team of shooters infiltrate Call of Duty: Warzone matches, all assuming gamer tags that alluded to common symptoms of testicular cancer like Unusual Lump, Aching Boys, The Pain Below. With each elimination, each of their victims was sent a potentially lifesaving direct message. A timely nudge to check their balls at the most opportune time: the lobby before next match. And if things weren't on point with their plums, gamers were directed to Movember's Know Thy Nuts education hub for all the info they needed.