Cancer Association Of South Africa (CANSA): Testi-Monials [case video]

Credits & Description:

Agency: Fcb Cape Town, Hellocomputer
Brand: Cansa (Cancer Association Of South Africa)
Country: South Africa
Advertising Agency: Hellocomputer, Cape Town
Entrant Company: Fcb Cape Town
Media Agency: Fcb Cape Town
Pr Agency: Fcb Cape Town
Production Company: Bioscope Films, Cape Town
Creative Group Head: André De Wet (Fcb Cape Town)
Creative Director: Camilla Clerke (Hellocomputer)
Producer: Nikki-leigh Piper (Hellocomputer)
Interaction Designer: Simon Nicholson (Hellocomputer)
Executive Creative Director: Simon Spreckley (Hellocomputer)
Media/Seo: Simone Spence (Hellocomputer)
3d And Motion Designer: Steve Lewis (Hellocomputer)
Project Manager: Katharyn Gasson (Hellocomputer)
3d And Motion Designer: Lawrence Jaeger (Hellocomputer)
Digital Designer: Sam Wells (Hellocomputer)
Copywriter: Thabang Manyelo (Fcb Johannesburg)
3d And Motion Designer: Dillan Fuller (Hellocomputer)
Intern: Hlumelo Ndoni (Hellocomputer)
Developer: Ian Summs (Hellocomputer)
Project Manager: Mario Pinto (Hellocomputer)
Quality Assurance Controller: Max-Andre Zils (Hellocomputer)
Sound Engineer: Arnold Vermaak (We Love Jam)
Creative Director: Aaron Harris (Fcb Cape Town)
Senior Generalist: Brendon Cahill (Hellocomputer)
Designer: Graham Peterson (Hellocomputer)
Technical Director: Rudolph Koegelenberg (Hellocomputer)
Director: Hylton Tannenbaum (Bioscope Films)
Community Manager: Jason Keays (Hellocomputer)
Creative Director: Matt Thompson (Hellocomputer)
Executive Creative Director: Mike Barnwell (Fcb Cape Town)
Creative Group Head: Riaan Van Wyk (Fcb Cape Town)
Head Of Social Media: Carla Gontier (Hellocomputer)
Head Of Motion: Grant Campbell (Hellocomputer)
Account Director: Stephanie Binns (Fcb Cape Town)
Strategy:
Knowing that our market (men between the ages of 15 and 39) spend over 5 hours a day online searching through blogs, news sites and Social Media (Facebook and Twitter), we used our very small media budget and life-like 3D animated balls to interrupt their scroll and push them to our Microsite. There, our talking testicle was waiting on the couch, ready to answer any awkward questions. We also reached out to some local male influencers who our target market look up to, with tailored shout-outs inviting them to spread the word.And from there, it was up to them to #havetheballs to bring it up in conversation.
Campaign Description:
Introducing Testi-Monials: Some of the hairiest, wrinkliest ambassadors around, sharing their own stories of cancer survival, the benefits of early detection and challenging guys to #havetheballs to talk about this issue.
Brief with projected outcomes:
N/A
Execution:
The campaign went live on the 8th February, using YouTube viral videos, Tweets, media and our hashtag #havetheballs. We slowly started to push our target market to our Microsite, and kept them interested.Our hairy characters also did some celebrity shout-outs, which we sent to their Social Media pages to get reactions.As we knew the majority of South Africans would come from their mobile phones, we kept the Microsite very simple, prompting guys to scroll through all the questions without using too much data (very precious in South Africa). And so far, question 14 (what is the survival rate of TC) has the most views. We hope that as word spreads, more men will feel comfortable enough to have the balls to not only talk about their balls, but perform self-examinations too.
Synopsis:
Testicular cancer is the most common cancer in men between 15 and 39. But if picked up early enough, there’s a 95% chance of survival.Problem is, South African guys really don't like talking about personal stuff.The Cancer Association of South Africa’s brief to us was to find a way to get a conversation started between men on this rather awkward subject, and in doing so increase the odds of early detection. Because feeling comfortable about talking about testicular cancer is the first step to fighting it.