Check One Two
#FeelingNuts
Credits:
Client: Check One Two
Creative Director & Copywriter: Ian Gambier
Strategy Director: Simon McEvoy
Account Director: Katie Martin, née Graham
Awards:
Cannes Lions: Health and Wellness Integrated — Shortlist
BIMA: Education – Winner
Lovie Awards: Public Service and Activism – Silver
WARC Prize: Social Strategy of the Year – Silver
Dadi Awards: Best Use of Social Media
Drum Marketing Awards: Cause Related Marketing Campaign of the Year
Drum Marketing Awards: Social Media Strategy of the Year
Kinsale Sharks: Integrated — Silver
Kinsale Sharks: Digital — Bronze
Insight
Young men feel invincible.
Every year 10,400 men die from testicular cancer. Why? Because the shock tactics and statistics employed by traditional cancer charities don’t work on “invincible” 18-25 year olds. To stop all this needless death, we had to convince young men to talk about checking themselves, tweet about checking themselves, and at some point – actually do it.
Idea
Fight cancer with comedy.
We used comedy to break the taboo of testicular cancer. The Balls Brothers (voiced by Ant & Dec) fronted our campaign and invited men to grab their balls and tag #FeelingNuts, turning people into our media channel.
Comedians taught men how to check themselves, injecting humour at every step of the way. We even hosted a live testicle examination on Absolute Radio.
With all this momentum, we pitched ‘The Feeling Nuts Comedy Night’ to the commissioning editors at Channel 4. They loved it and gave us a 90-minute Friday night slot hosted by Jack Whitehall and friends.
Impact
#FeelingNuts went nuts.
• 1 million live viewers, doubling C4’s normal Friday night ratings.
• #FeelingNuts trended on 12 separate occasions.
• 786 million impressions on Twitter alone.
• ‘Crotch grabs’ were posted in 159 countries around the world.
• Campaign’s ‘Top 10 customer engagement campaigns’.
• Won 11 industry awards including BIMA, Dadi, Drum and Warc.
• Countless celebrities got involved (for free) including Hugh Jackman, James Cordon, Cara Delevingne, Ricky Gervais, and Jack Whitehall.
• Absolute Radio conduced a live testicle examination on air.
• Media budget: £0
“Shatters the taboo of talking about testicular cancer.”
— Independent
“Hugh Jackman gets the balls rolling on a viral testicular cancer campaign.”
— TIME