The need for scrotal scrutiny

McCann Santiago has crafted a clever outdoor campaign that repurposes the ever-popular cock ‘n’ balls motif to illustrate how to detect testicular tumours. 

In Chile, each year, around 100 men die from testicular cancer, a disease that occurs mainly in young people between 25 and 45 years of age. 

If there was greater awareness of how to self-assess, this figure could decrease significantly, since 95 per cent of cases have a good prognosis if detection is at an early stage. 

The campaign, Graffitesticle, utilises the many penis images that pop up around the city of Santiago by slapping stickers over the drawings that show how to perform a testicle palpation test.

Along with a fun video directed by Francisco Recabarren and produced by Accion Films, the campaign’s social activation includes an Instagram filter that can be applied to any images users find. The account @graffitesti obtained more than 250,000 visits just 48 hours from its launch.