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M&C Saatchi Shows Pornhub How It’s Done, With the Real Thing

Creative 1.2k Add to collection

World-first public health message in the middle of a real adult movie, featuring a flesh-and-bones demo of how to check for testicular cancer

M&C Saatchi Shows Pornhub How It’s Done, With the Real Thing

Much like cancer, a viral idea can really spread when it's left to its own devices. And that was the plan with this incognito message for testicular cancer, aimed at young Aussie men in the vulnerable age group of 20-39.

M&C Saatchi Sydney’s “pornterruptive” public health message arose from a partnership between aptly-named Australian charity The Blue Ball Foundation, and leading LA adult film studio Digital Playground.

In the movie, star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star’s privates. 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 – hidden in the middle of Digital Playground’s erotic parody ‘Game of Balls’, scheduled to tie in with season five of Game of Thrones, Australia’s highest-rating pay TV show.

On April 12, when Game of Thrones season five premiered, ‘Game of Balls’ launched on Digital Playground, and top adult video-sharing sites visited by young Aussie men.

To keep surprising men, ‘Play with Yourself’ hit the internet in stealth mode – with no PR. And the strategy worked. The message spread like crazy – with over 1 million views – thanks to the Game of Thrones download frenzy.

As the media discovered the idea, awareness spread even further – in over 80 publications, which got the whole of Australia talking (and the rest of the world), pushing views beyond 1.5 million.

Over 200k people have visited the campaign website, reaching tens of thousands of 20-39 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.”


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Creative Agency

Account Executive: Zoe Finlayson (Bang PR)

Art Director: David Jackson

CEO: Jaimes Leggett

Chief Strategy Officer: Justin Graham

Copywriter: Josh Bryer

Creative Agency: M&C Saatchi

Executive Creative Director: Ben Welsh

PR: Bang PR & M&C Saatchi Matt Porter

PR Director: Annalise Brown

Categories: Health, Corporate, Social and PSAs

M&C Saatchi Sydney, Thu, 14 May 2015 02:42:23 GMT