2025 Winner

CASE SUMMARY

Physically active men are the least likely to check for signs of testicular cancer despite being just as likely to get the disease. Clearly the status quo of boring and non-interactive education was not resonating with them.

So for Testicular Cancer Awareness Month (April, 2024) the brand launched “Grab Your Rocks”; the world’s first rock climbing wall that taught men how to check for signs of testicular cancer.

They made custom made handholds that simulated five different symptoms of testicular cancer and took over an entire climbing gym, equipping the walls with our custom made handholds. A launch video showed physically active men that the holds they already know for rock climbing can be used to check themselves for testicular cancer and invited them to the gym to come climb the wall for themselves.

The brand launched the campaign nationally with big OOH billboards that invited people to climb the wall, drove to educational resources, and showed men how the grips they already know can be used to check themselves for cancer.

It was the most successful campaign in Testicular Cancer Canada’s history. Earning over 350,000,000 impressions, a 320% increase in donations, and thousands of rock climbers visiting the gym to climb the wall.

The niche target was physically active men and traditional ways of educating them about testicular cancer wasn’t working. Making checking for cancer symptoms fun, interactive, and physically active succeeded in being a breakthrough way to communicate to this demographic.

Credits

Da Silva, Jeffrey - Executive Creative Director
Fraracci, Matthew - Creative Director
Hulsebosch, Jake - Senior Copywriter
Calucag, Raine - Art Director
Lee, Yura - Senior Art Director
Heidenahl, Mandi - VP, Account Services
Moosa, Zemina - President
Jawalker, Aadhish - Account Executive
Simard, Anne - Sr. Project Manager
Stack, Jennifer - Head of Content
Chau, Karen - Sr. Content Manager
Cohen, Kyra - Executive Creative Services Director
Hewitt, Justin - Sr. Creative Services Manager
Pineo, Madison - Account Director
Lacquement, Ryan - Group Strategy Director
Reynolds, Ryan - Executive Producer
Babeiha, Salar - Producer
Teasdale, Sara - Producer
Sharma, Sumeet - Strategy Director
Stone, Taylor - Content Manager
Lo, Edwin - Content Creator
Awonaike, Tofunmi - Production Coordinator
Vozniuk, Yehor - Post-Production Assistant
Thomson, Mac - Sr. Motion Designer/Online Artist
Torontow, Emily - Post-Production Producer
Pinochet, Marie-Christine - Media Strategist
Boisvert, Stephanie - Media Director
Mayer, Patrick Freedom - Lead Creative Developer
Callahan, Emily - Account Manager, PR & Influencer Marketing
Ferres-Oxime, Kaïsha - Coordinator, Public Relations