Josh Bryer: Testicular Cancer Awareness: Play with Yourself

Australian men are 21% more likely to get testicular cancer – especially men aged 20-39. It’s 97% curable when detected early, but sadly most men never check themselves.

How could we get the message through to them?

According to Sydney University research, 70% of Australian men watch adult movies online. It was the perfect time to reach them: when they already have their pants down.

So we hid the world's first public health message in the middle of a real adult movie.