Using an Italian superstition to prevent testicular cancer.
Self-examination is one of the easiest way to prevent testicular cancer.
Despite this, in Italy men don’t check their testicles.
Being very superstitious, Italians touch their balls to avoid bad luck. Especially if a hearse is passing by.
Despite this, in Italy men don’t check their testicles.
Being very superstitious, Italians touch their balls to avoid bad luck. Especially if a hearse is passing by.
This popular insight, inspired us to crate a touching campaign: The Lucky Touch.
A stunt made with Veronesi Foundation to promote the benefits of self-examination.
A stunt made with Veronesi Foundation to promote the benefits of self-examination.
In the activation we drove a hearse through a busy street to induce the gesture and approached all superstitious men. We then the delivered the following call to action: “You touch your balls to avoid bad luck. But can you touch your testicles to prevent cancer?”
The stunt went viral on social media, getting many Italian men to self-examine themselves following our online tutorial. The tutorial reached 205.000 views and urological check-ups increased by 54%.
Role: Art Director, Creative Concept
Awards:
The Golden Drum: Silver Drum (OOH)
ADCI Awards: 1 Silver, 3 Bronze (Direct, Cyber, Promo)
The Lucky Touch丨Stunt
The Lucky Touch丨Self Examination Tutorial
