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Ads encourage men to play with themselves

Ads encourage men to play with themselves

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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.

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Advertiser:
Liga Contra el Cancer
Agency:
Y&R Peru
Source:
Copyranter (now on Buzzfeed)

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