The world is full of cocks and balls. The cock and balls is one of the most popular graffiti items. The meaningless doodle has been turned into a powerful awareness campaign by McCann Santiago.
The agency has added testicular cancer self-test stickers to the cocks and balls in public spaces all over Santiago for Chile’s National Cancer Institute.
In Chile, around 100 men over 20 years old die annually from testicular cancer, a disease that occurs mainly in young people between 25 and 45 years of age. However, if there was greater awareness of how to self-assess, this figure could decrease significantly, since 95% of cases have a good prognosis and full recovery if detection is at an early stage.
McCann Santiago has placed hundreds of Graffitesti stickers on the penis graffiti throughout Santiago. The stickers carry information that teaches people how to perform a testicle palpation test, illustrating its three simple self-examination steps – Touch, Repeat, Check. In a second stage, a filter was added so that anyone can use it on Instagram and incorporate it into any penis graffiti they find, and post it after the Instagram account, @graffitesti, obtained more than 250,000 visits just 48 hours from its launch.
Felipe Abufhele, creative director of McCann Santiago, commented, “We wanted to collaborate in a different way with this important cause. We seek to lower the number of deaths, delivering a disruptive message that helps to raise awareness about the early detection of this deadly disease.”
National Cancer Institute director, Dr Berta Cerda, added, “We are very grateful for the work generated in this campaign because it has revealed a disease that has no visibility when compared to everything that moves breast cancer, for example. It is very important the message to be youthful and original so that no more men with advanced cancer arrive and we can recover his health and fully integrate him into normal life after treating this oncological pathology.”
Graffitesti, self-examination available to everyone, is now available on social networks via @graffitesti; on the website, www.graffitesti.com; and now everywhere in the city.
Credits:
Agency: McCann Santiago
CCO: Jose Ignacio Solari
Creative Director: Felipe Abufhele
Creative Editor: Alexis Huenchullán
Art Director: Diego Ramirez
Digital Designer: Antonella Orozco
Production Company: Action Films
Director: Francisco Recabarren
