The best of non-profit advertising and marketing for social causes

Ads encourage men to play with themselves

Ads encourage men to play with themselves


This new campaign for Peru’s Liga Contra el Cancer reminds men to manually check their testicles for lumps via videogame and hand-held puzzle icons. The message is clear, and the images are certainly attention-getting.

Testicular cancer is known as a young men’s problem, and yet it’s a time in life when few are thinking about disease and mortality. This campaign is extremely lightweight, but may be helpful in starting a conversation about the need to take a “hand-on” approach to preventative personal health.

It’s interesting to note, however, that although genitally-focussed, these ads do not use the naked objectification or sexuality so common in breast cancer awareness ads. Instead of inviting women to pay attention through sexual interest, they make a masturbation joke straight to the men.



Liga Contra el Cancer
Y&R Peru
Copyranter (now on Buzzfeed)

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more