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Australia - "GAME OF BALLS"

1m 59s
Directed by: Ant Melder
Produced by: M&C Saatchi Sydney

Testicular cancer is the number 1 cancer in young men. It’s a subject men like to avoid - even though it could save their life: it’s 97% curable when detected early. Luckily, we knew where we could reach them... For the first time ever, an actual porno was interrupted by a public health message. We partnered with Digital Playground, one of the biggest adult film studios, to be part of their biggest digital release of the year, a tribute to the world’s biggest TV show... In the middle of GAME OF BALLS, our porn star stopped, turned to the viewer, and taught him how to check himself - demonstrating on her co-star’s privates. And because Australian men are 21% more likely to get testicular cancer than the world average, we directed men to the Blue Ball Foundation, an Australian awareness charity. We literally caught men with their pants down. Our media idea spread organically across the net, with 1.5+ million views in 4 weeks, 2.5+ million in 6 weeks, and reaching 6+ million and counting… About 3 millions of these views came from men discovering our message during their natural viewing habits. These numbers were then significantly boosted by torrent sharing during the Game of Thrones Season 5 illegal download frenzy (around launch, on April 12) accounting for about 3+ million more views. GAME OF BALLS is now one of the most-watched films on the pornweb. As we hoped, the global awareness has filtered through to Australia. And it’s still saving lives, the world over.   The Online Advert titled Game of Balls was done by M&C Saatchi Sydney advertising agency for brand: The Blue Ball Foundation in Australia.

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