M&C Saatchi in conjunction with The Blue Ball Foundation and adult film house Digital Playground, hijacked a porn film to get young aussie males to keep playing with themselves but for a good cause.
The film was launched on the same day as season five of Game of Thrones, and was aptly named Game of Balls.
In the movie, porn star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star’s bits. She then points to an on-screen URL, playwithyourself.org – where men can find out more, get help, and spread the word. Then the film continues as normal.
The message, titled ‘Play with Yourself’, launched in April – world testicular cancer month. The message filtered through the internet with no PR and it attracted more than one million views – thanks to the Game of Thrones download frenzy.
As the media discovered the idea, awareness spread even further, with talk of Game of Balls spreading to more than 80 publications and pushing views beyond 1.5 million.
Over 200k people have visited the campaign website, reaching tens of thousands of 20-39 year old men for the Blue Ball Foundation.
M&C Saatchi executive creative director Ben Welsh said: “We’re always looking for surprising new ways to reach people with messages that matter. This time we really caught men with their pants down – and all for a good cause.”
This is case study not to be missed. Watch it below for yourself.
Ben Welsh M&C Saatchi ECD
Ant Melder M&C Saatchi CD
Josh Bryer M&C Saatchi Writer
David Jackson M&C Saatchi Art Director
Annalise Brown Bang PR Managing Director
Peta Frost Bang PR Account Manager
Zoe Finlayson Bang PR Account Executive
Matt Porter M&C Saatchi PR Manager
Jaimes Leggett M&C Saatchi CEO
Justin Graham M&C Saatchi CSO
Jeanette Li Digital Playground Marketing & PR Coordinator
Jakodema Digital Playground Director
Jamie Morgan The Blue Ball Founder Foundation
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