SYDNEY – Much like cancer, a viral idea can really spread when it’s left to its own devices. And that was the plan with this incognito message for testicular cancer, aimed at young Aussie men in the vulnerable age group of 20-39.
M&C Saatchi Sydney’s “pornterruptive” public health message arose from a partnership between aptly-named Australian charity The Blue Ball Foundation, and leading LA adult film studio Digital Playground.
In the movie, star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star’s privates. She then points to an on-screen URL, playwithyourself.org – where men can find out more, get help, and spread the word. Then the film continues as normal.
The message, titled ‘Play with Yourself’, launched in April – world testicular cancer month – hidden in the middle of Digital Playground’s erotic parody ‘Game of Balls’, scheduled to tie in with season five of Game of Thrones, Australia’s highest-rating pay TV show.
On 12 April, when Game of Thrones Season 5 premiered, ‘Game of Balls’ launched on Digital Playground, and top adult video-sharing sites visited by young Aussie men.
To keep surprising men, ‘Play with Yourself’ hit the internet in stealth mode – with no PR. And the strategy worked. The message spread like crazy – with over 1 million views – thanks to the Game of Thrones download frenzy.
As the media discovered the idea, awareness spread even further – in over 80 publications, which got the whole of Australia talking (and the rest of the world), pushing views beyond 1.5 million.
Over 200k people have visited the campaign website, reaching tens of thousands of 20-39 men for the Blue Ball Foundation.
“We’re always looking for surprising new ways to reach people with messages that matter. This time we really caught men with their pants down – and all for a good cause,” said M&C Saatchi Executive Creative Director Ben Welsh.
Play with Yourself | Case Study from M&C Saatchi Sydney on Vimeo
