Sociedad Colombiana de Urología #RunForYourBalls
Brief
We created Run For Your Balls (#CorrePorTusBolas), a social media running movement that encourages young men to fight this disease by running and posting their tracks with a penis shape and the hashtag #CorrePorTusBolas.Not only we made their running action the main chore of the movement, but also, we helped them to design their own Penis-Route according to their geolocation.Every km. of a route shared became a donation by our sponsor (Banco Popular) to the Colombian-Urology-Society. (1km = $1000 Colombian Pesos)
Execution
We launched the campaign in April, the month of testicular cancer prevention.
We launched the movement through social media inviting people to run and post their tracks. At the same time we had a web site of the movement where people could obtain deeper information about this disease, methods of prevention and how they could contribute by running.
Influencers and health organizations joined the cause, promoted and made their own routes and call to action videos. The media started to notice the campaign, and the number of people running and sharing their tracks increased quickly.
Outcome
We achieved young people’s awareness about testicular cancer, prevention habits and the practice of self-examination.
In the first four weeks, Run For Your Balls gathered more resources than the Colombian-Urologist-Society had collected in the last 5 years.
Visits to the urologist increased by 21%.
110 men were diagnosed with testicular cancer in time.
220 balls were saved.
