VML Health and nonprofit cancer organisation, Fuck Cancer, are encouraging men to masturbate. It’s not a flippant request. Men who ejaculate 21+ times a month may reduce their risk of prostate cancer by up to 22% according to the landmark Health Professionals Follow-up Study (HPFS) – one of the largest and longest-running studies of its kind.

The partners have released an original song, an animated video, the first-ever smartphone app (to track and prompt), out of home, social, and brand partnerships to spread the word. The campaign is also supported by leading prostate cancer specialist, Dr Lorelei Mucci, ScD, professor of epidemiology and director of the cancer epidemiology and cancer prevention program at the Harvard T.H. Chan School of Public Health, and co-author of the HPFS research.

Prostate cancer is one of the leading causes of cancer death in men. Furthermore, Prostate cancer rates for Black men in the US are two-fold higher than white and Hispanic men. Despite this, it is highly treatable when caught early. Yet conversations about prostate health remain limited, and PSA testing has declined significantly in recent years. Traditional awareness messaging has a reputation for being too clinical and scary.

Beat Cancer Off is designed to flip this script.

To bring the message into everyday life, influencers were sent a limited edition 21 Tissues Box, with tissues numbered 1–21 and a QR code linking to the Fuck Cancer site. VML Health also negotiated a partnership with sock manufacturer, Pair of Thieves, to create a 21 Sock Pack, with proceeds to support Fuck Cancer’s prostate cancer awareness and prevention efforts, and a digital and social campaign to drive men to a dedicated microsite, BeatCancerOff.com.

“At Fuck Cancer, we look for ways to translate credible science into behaviour change,” stated Yael Cohen, co-founder of Fuck Cancer. “The data around ejaculation frequency and prostate cancer risk is compelling. It’s rare that science and behaviour align this clearly, so yes, we’re encouraging men to take their health into their own hands. Instead of burying that in a journal, we’re bringing it into culture. Because if men aren’t engaging with the message, the message isn’t working.”

The campaign’s animated music film transforms taboo language into a catchy, shareable anthem. The original song blends crooner-style musical energy with irreverent humour, weaving together global euphemisms for male masturbation. Each euphemism is interpreted with a distinct illustration style, creating a fast-moving, global tapestry of “code words” for masturbation. The film closes with a simple reminder: ejaculating 21+ times a month may help reduce the risk of prostate cancer and directs viewers to learn more about the science and the disease.

“Every euphemism in the song, every frame of the film, and every page of the microsite, is designed to do one thing: make prostate health something men can’t ignore and make it easier for them to speak up and seek help,” stated Claire Gillis, CEO, VML Health. “Great health communication meets people where they really are. Humour can be a powerful tool when it’s grounded in scientific evidence.”

“The relationship between ejaculation frequency and prostate cancer risk has been observed across large, long-term studies,” noted Dr Lorelei Mucci, ScD. “While frequent ejaculation is not a guarantee against prostate cancer, the evidence suggests it may be associated with a lower risk. I strongly support this campaign because it takes robust scientific findings and turns them into a conversation men can actually have. I encourage men to enjoy the campaign and then talk with their physician about their personal risk and what steps, including lifestyle choices, might make sense for them.”

Credits

Agency: VML Health
Claire Gillis: Global CEO – VML Health
Debbi Vandeven: Global CCO – VML
Mel Routhier: Global Chief Creative Officer Health and Wellness – VML
Jason Gloye: Global Chief Client Officer and NA Lead – VML Health
Bruno Guimarães: Chief Creative Officer NA – VML Health
Natxo Días: Global Head of Craft – VML Health
Derek Sherman: Group Creative Director – VML Health 
Gustavo Dorietto: Group Creative Director – Freelance
Fernando Fregate; Creative Director – VML Health
Suzie Warner: Chief Marketing and Communications Officer – VML Health 
Leonardo Rincon, Eduardo Dominguez, Cristina Calabuig: Creatives – VML Health
Gabriel Guedelha, Arthur Daraujo: Creatives – Freelance
Alex Collares, Udo Nery: Creatives – VML
Amy Worley: Global Chief Connections Officer – VML
Jennifer Kohl: Chief Connections Officer – VML
Chrissie Mealy: Managing Director Media – VML
Stephanie Peplinski, Kelli Taylor: Public Relations Directors – VML

Client: Fuck Cancer
Yael Cohen: Co-Founder
Heather Kun: CEO 
Hanna Christianson: VP of Programs & Operations
David Ehrenberg: Founder – Pair of Thieves

Production Company: DIRTY WORK 
Directors: Gustavo Leal, Faga Melo
Executive Producers: Ito Andery, Juliana Aterje
DOP: Kiko Mazzoni
Production Manager: Rafaela Bitencourt
Line Producer: Marcela Tang

Colour Grading: Eclipse Color
Music & Sound Production Company: Jamute