In 2020, the coronavirus pandemic saw life-saving cancer awareness campaigns overshadowed by the fight against the virus.
Getting cut-through in the peak of the pandemic required KP Nuts partnership with leading men’s health charity Movember to be creative, targeted and impossible to ignore.
The campaign needed to help men open up conversations about their health, increase awareness of the symptoms of cancer and get people checking their nuts for anything unusual.
Research identified humour as the best way to reach our audience so our campaign involved a strategically planned blend of humour, talent, hard-hitting messages.
During November’s ‘Movember’, we created a humorous guide on how to start conversations about testicular cancer using humour fronted by actor Will Mellor. Will scripted nut jokes for engaging video content that supported health messaging. The content was shared across Will’s, Movember’s and KP’s social channels. Media interviews with Will were secured and research statistics, imagery and case studies were packaged up for wider media outreach.
During April’s Testicular Cancer Awareness Month, we focussed on the insight that the best place to check your nuts is in the bath or shower by engaging reality star Chris Hughes to pose in a bath full of KP Nuts. The image was sold into picture desks, interviews with Chris secured and the image shared on Chris’s social channels.
By using humour to open up conversations on testicular health, we generated widespread reach and engagement including 650K views of video content alongside 2million engagements. The campaign also contributed to an increase is Movember’s UK registrations (up 35%) and funds raised (up 45%).
The campaign received the following accolade:
- Finalist – PRmoment Awards 2021 – Community Engagement Campaign of the Year