Fundación de Alba – Test-icles

The Challenge

Testicular cancer is highly treatable when detected early, yet traditional health messaging has consistently failed to reach young men in Mexico and Latin America, where cultural attitudes often discourage men from seeking medical attention. The campaign needed to break through that barrier in a way that was engaging rather than clinical, and actionable rather than abstract.

The Strategy

The team identified a surprising but brilliantly accessible mechanic: a widely available pregnancy test can detect a hormone associated with testicular cancer, giving men a simple, low-barrier way to take a first step towards self-examination. By building the campaign around this insight and targeting both young men and women in their lives, the team created a conversation that spread organically and reached audiences traditional health advertising never could.

The Work

The campaign partnered with 100% earned influencers, creating viral content across platforms that made a complex health topic light, relatable, and actionable. The tone was playful enough to travel on social media while remaining clear about the call to action. Earned content was generated across platforms, and the campaign included a simple kit to drive further talkability and participation.

Results

The campaign achieved serious scale and significant reach with zero spend on influencer fees or digital media, sparking a national conversation and a digital movement with genuine potential to save lives.

The Judges' Verdict

“A very strong campaign with exactly the right tone to reach and engage young men on a topic that has historically been difficult to address.”