Colombian Urology Society: Run For Your Balls [image]

Credits & Description:

Title: Run For Your Balls
Agency: Ogilvy
Brand: Colombian Urology Society
Country: Colombia
Entrant Company: Ogilvy, Bogotá
Advertising Agency: Ogilvy, Bogotá
Vp Creative: John Raúl Forero (Ogilvy & Mather)
General Creative Director: Juan Pablo Álvarez (Ogilvy & Mather)
General Creative Director: Mauricio Guerrero (Ogilvy & Mather)
Creative Director: Camilo Ruano (Ogilvy & Mather)
Creative Director: Iván Rivera (Ogilvy & Mather)
Copywriter: César Castaño (Ogilvy & Mather)
Art Director: David Correa (Ogilvy & Mather)
Graphic Designer: Sebastián Portilla (Ogilvy & Mather)
Graphic Designer: Sandra Bernal (Ogilvy & Mather)
Digital Graphic Designer: Jairo Valencia (Ogilvy & Mather)
Copywriter: José Luis Rueda (Ogilvy & Mather)
Film Director: Pablo Flehner (Akira Cine)
Film Director: Juan Rueda (Akira Cine)
General Producer: Diana Revelo (Akira Cine)
Director Of Photography: Juan Carlos Gonzalez (Akira Cine)
Photographer: Mateo Medina (Rocket To The Moon)
Digital Planning Director: Mariana Cárdenas (Ogilvy & Mather)
Digital Operations Director: Juanita Perez (Ogilvy & Mather)
Community Manager: Erika Ariza (Ogilvy & Mather)
Creative Technologist Director: Víctor Hernández (Ogilvy & Mather)
Web Developer: Ma - Friend (Ma - Friend)
Account Director: Julián Torres (Ogilvy & Mather)
Post Production: David Studio (David Studio)
Media Manager: Paulina Parra (Mediacom)
Ceo: Juan Carlos Contreras (Glue Colombia)
Digital Planner: Isabel Guiñan (Ogilvy & Mather)
Producer: Willson Zuluaga (Glue Colombia)
Music: Santiago Ramírez (Real Music)
Public Relations: Juliana Suso (-)
Agency Producer: Gala Vence (Ogilvy & Mather)
Agency Producer: David Pita (Ogilvy & Mather)
Campaign Description:
We created Run For Your Balls (#CorrePorTusBolas), a social media running movement that encourages young men to fight this disease by running and posting their tracks with a penis shape and the hashtag #CorrePorTusBolas.We not only made their running action the main chore of the movement, but also, we helped them to design their own Penis-Route according to their geolocation.Every km. of a route shared became a donation by our sponsor (Banco Popular) to the Colombian-Urology-Society. (1km = $1000 Colombian Pesos)
Synopsis:
SITUATIONTesticular cancer is the most common type of cancer to affect men between the ages of 15-35, contrary to what people think, this is a young person´s disease. Also, the awareness about this problem in the younger population is very low and the visiting the urologist and practicing self-examinations are mostly associated with older men.BRIEFIn April, the month of testicular cancer, we had to create a campaign that not only would raise awareness of the disease in the younger population but would also invite them to take action and an active role in the prevention and fight against testicular cancer. OBJECTIVES-Encourage young people to run as the best way to fight testicular cancer. -Collect resources for the Colombian-Urologist-Society for the different initiatives to fight the testicular cancer. -Increase the visits to the urologist by almost 10%. -Reduce fatalities for this disease.
Relevancy:
We used a natural social media behavior as the main media of our campaign. This unseen implementation made the people´s social timelines the media of our campaign. Also, since they challenged their own contacts we were able to amplify our campaign in a game-changing media strategy.
Execution:
We launched the campaign in April, the month of testicular cancer prevention. We launched the movement through social media inviting people to run and post their tracks. At the same time we had a web site of the movement where people could obtain deeper information about this disease, methods of prevention and how they could contribute by running. Influencers and health organizations joined the cause, promoted and made their own routes and call to action videos. The media started to notice the campaign, and the number of people running and sharing their tracks increased quickly.
Strategy:
Testicular Cancer is a silent killer that affects primary young men and has the sad honor to be the most common cancer in this population. The good thing is, it is totally treatable if detected on time.We went deep into tons of research done by the Colombian-Urologist-Society and found that the problem with this population was that they felt invincible and would never think they could suffer from testicular cancer, never. So, they would never pay attention to a traditional campaign.We analyzed their behavior and found two interesting insights we could merge to have a powerful strategy that could raise awareness and trigger a medical visit: They like to show off on social media every time they achieve something, like for example running and they love to share fun things on their SM walls.We crafted a campaign that would be massively shared on the target SM walls.
Outcome:
We achieved young people’s awareness about testicular cancer, prevention habits and the practice of self-examination. In the first four weeks, Run For Your Balls gathered more resources than the Colombian-Urologist-Society had collected in the last 5 years. Visits to the urologist increased by 21%. 110 men were diagnosed with testicular cancer in time.220 balls were saved.