How do you get the attention of young Aussie men to get serious about testicular cancer? Through porn, of course.
M&C Saatchi Sydney has teamed up with aptly-named Australian charity The Blue Ball Foundation and LA adult film studio Digital Playground to create a “pornterruptive” public health message, for young males to perform a health check.
It is reportedly the world-first public health message in the middle of a real adult movie, featuring a demonstration of how to check for testicular cancer.
In the movie, Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star’s privates. She then points to an on-screen URL, playwithyourself.org – where men can find out more, get help, and spread the word.
The film then continues as normal.
The message, titled ‘Play with Yourself’, launched in April – world testicular cancer month – hidden in the middle of Digital Playground’s erotic parody ‘Game of Balls’, scheduled to tie in with season five of Game of Thrones.
On 12 April, when Game of Thrones Season 5 premiered, ‘Game of Balls’ also launched on Digital Playground.
‘Play with Yourself’ hit the internet in stealth mode as the message spread to over one million views.
As the media discovered the idea, awareness spread to over 80 publications, pushing views beyond 1.5 million.
To date, over 200k people have visited the campaign website, reaching tens of thousands of 20-39 men for the Blue Ball Foundation.
M&C Saatchi executive creative director Ben Welsh said: “We’re always looking for surprising new ways to reach people with messages that matter. This time we really caught men with their pants down – and all for a good cause.”