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A marketing campaign backed by two Ogilvy companies desires males to take a being pregnant check to diagnose testicular most cancers. Sure, significantly.
The just lately launched Check-icles marketing campaign, which was created by Ogilvy Mexico and Ogilvy Well being New York in assist of the Alba Basis, encourages males to take a being pregnant check to search out out if they’ve a most cancers that impacts one in each 250 males throughout their lifetimes.
Whereas the observe could seem counterintuitive from a medical perspective and fly within the face of stigmas round being pregnant checks, these checks can really detect a hormone that’s produced in sure varieties of testicular most cancers.
That’s an necessary consideration on condition that round 10,000 new circumstances of testicular most cancers are recognized within the U.S. yearly, with the best incidence charges coming from the 15 to 35 age cohort. The most cancers, whereas frequent, is in the end treatable and survivable if detected and recognized early sufficient.
To normalize conversations round testicular most cancers and the act of taking a being pregnant check to grasp one’s well being standing, the marketing campaign’s 40-second advert incorporates a pair of gonads — Tano and Nato — who take a being pregnant check and discover out they’re destructive for the illness.
The advert concludes with a punchy tagline: “Have the balls to take a being pregnant check!”
The initiative was rolled out as a part of an consciousness push throughout Testicular Most cancers Consciousness Month, full with a advertising presence throughout a number of social media platforms, digital media channels in addition to an OOH placement in Instances Sq. this week.
The Alba Basis, based and led by Mexican mannequin and TV presenter Rebecca de Alba, was established in 2008 to assist Mexicans recognized with most cancers, notably these from weak communities and underserved affected person populations.
The illness impacts hundreds of Mexican sufferers annually, which made it essential to conceive and deploy an advert marketing campaign that empowers male sufferers to beat the worry of embarrassment and take cost of their well being.
“Constructing alliances between completely different sectors of society permits us to have a larger impression and attain with the Basis’s initiatives,” Miryana Pérez Vela, normal director of the Alba Basis, said. “For nearly 14 years we’ve labored to boost consciousness among the many inhabitants about early detection of testicular most cancers, a kind of most cancers that, if detected in its early phases and with the best remedy, has an excellent prospect of being cured.”
Ogilvy Mexico and Ogilvy New York stepped as much as the problem of longstanding biases associated to testicular most cancers and aimed for the marketing campaign to make use of humor to enhance affected person outcomes.
“Encouraging males to take a being pregnant check is a daring transfer. Check-icles shatters limitations and delivers a pleasant shock,” Renata Maia, chief inventive officer of Ogilvy Well being North America, mentioned in a press release. “This demonstrates the facility of leveraging scientific understanding to innovate product utilization, in the end saving lives. By selling a brand new diagnostic methodology and facilitating early detection, we not solely make healthcare extra accessible but additionally foster constructive way of life modifications for enhanced high quality of life.”
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