This Awareness Campaign by Y&R has Testicular Fortitude
Josh Triantafilou — April 9, 2012 — Marketing
The Peru-based Liga Contra el Cancer (the League Against Cancer) recently commissioned the Peruvian wing of the ad agency Y&R to come up with a series of attention-grabbing images to raise awareness about testicular cancer.
Some may recall that Y&R is the firm responsible for the ‘Interbest Outdoor’ campaign. This campaign centered around ads on billboards that prominently displayed the torsos of obese people. As time went by, clothing would be stripped away, making the tagline, “The sooner you advertise here, the better,” quite poignant.
In the same vein of wit, the agency has produced advertisements that focus on the midsections of men wearing only their boxers. In each ad, the underwear features a decal of a video game controller, cellphone or some other electronic device. It is implied that radiation near the crotch increases risk of testicular cancer. Along the waistband there is a plea for men to check themselves before they wreck themselves.
Some may recall that Y&R is the firm responsible for the ‘Interbest Outdoor’ campaign. This campaign centered around ads on billboards that prominently displayed the torsos of obese people. As time went by, clothing would be stripped away, making the tagline, “The sooner you advertise here, the better,” quite poignant.
In the same vein of wit, the agency has produced advertisements that focus on the midsections of men wearing only their boxers. In each ad, the underwear features a decal of a video game controller, cellphone or some other electronic device. It is implied that radiation near the crotch increases risk of testicular cancer. Along the waistband there is a plea for men to check themselves before they wreck themselves.
Trend Themes
1. Attention-grabbing Awareness Campaigns - Opportunity for businesses to create bold and impactful campaigns that raise awareness for various causes.
2. Witty and Provocative Advertising - Space for disruptive innovation in advertising that uses humor and provocative imagery to effectively communicate messages.
3. Health Conscious Messaging - Opportunity for businesses to incorporate health-related messaging into their marketing efforts to promote well-being.
Industry Implications
1. Advertising - Disruptive innovation in advertising campaigns that use unconventional and thought-provoking tactics to grab attention and drive awareness.
2. Gaming and Electronics - Opportunity for businesses in the gaming and electronics industry to explore partnerships and collaborations with health organizations to promote responsible device usage.
3. Healthcare - Opportunity for healthcare providers to create educational campaigns that encourage proactive health checks and raise awareness about specific health issues like testicular cancer.
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