Hold My Balls is a brilliant name for a campaign to attract men’s attention. The campaign’s idea is clever also. Havas Costa Rica and Costa Rica Beer Factory, the largest craft brewery in the country, note that if you know how to hold a beer, you know how to do a testicular self-exam.

The campaign, that supports Testicular Cancer Awareness Month (April),  was born from the discovery that while 60% of men say they don’t know how to perform a testicular self-exam, 100% know how to hold a beer.

Havas and Costa Rica Beer Factory turned the label of the brand’s Grifo Alto beer into a tutorial on how to do a testicular self-exam, promoting the importance of early detection and awareness.

“It’s our most iconic and best-selling beer. That’s why we believe it’s a great way to educate men on the importance of self-examination for testicular cancer prevention. We want to break down myths and prejudices, and show consumers just how simple and easy it is to perform the self-exam, detect any issues, and seek medical help immediately,” stated Jaime Zuluaga, founder and head brewer at CRBF.

Although this disease can occur at any age, it is the most common solid tumour among men between 20 and 40 years old. “Unfortunately, since most men don’t perform self-exams, they only seek help once pain, intense discomfort, or a heavy feeling in the scrotum (the pouch that holds the testicles) appears. Early detection can mean the difference between life and death,” explained Dr José Ardón, the urologist working with the campaign.