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Libero Enlists Football Legend to Encourage Men to Check Their Testicles For Cancer

#TouchYourFootballs is a collaboration between Libero, MullenLowe Colombia, Elis and Colombian Production company Los Notarios

Libero Enlists Football Legend to Encourage Men to Check Their Testicles For Cancer

70% of men never check their testicles, even though testicular cancer is the most common cancer amongst men aged 13-45. That’s why during Movember, the Spanish football magazine Libero is using the sport to explain how to perform a self-examination and promote early detection.
 
In 1991, during a match between Real Madrid and Valladolid, footballer Michel Gonzalez repeatedly squeezed Carlos “El Pibe” Valderrama’s genitals as both teams waited for a corner. Libero hijacked this historic moment in football to communicate its message.

 
A Youtube video starring Valderrama recounts the notorious incident and goes on to explain, in three simple steps, how men can detect cancer in the testicular region. Recalling his experience in the humorous video, Valderrama can still feel the exact moment that Michel touched him and he is grateful. He would have gone to the doctor if he had felt pain, so he encourages all men to #TouchYourFootballs.
 
“Testicular cancer is a serious problem among men under 45, but self-examinations don´t get the attention they should. We´ve seen many football players fight against this kind of cancer and we would like to help spread the message in hopes of preventing it. Without a doubt, the Valderrama incident is an iconic moment in Spanish football and a perfect way to explain life with football, just as our motto says: If you explain it with football, they get it,” Diego Barcala, founder of Libero Magazine.
 
#TouchYourFootballs is a collaboration with MullenLowe Colombia, Elis, a content agency launched by former football star Juan Pablo Sorín and Los Notarios, a leading audiovisual production company in Colombia. The campaign goes live on November 15th with the help of Valderrama and several other professional players who have suffered from testicular cancer.
 
Visit the website here:
Carlos Valderrama on twitter: @PibeValderrama

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Client

Advertiser: Libero

Brand: Diego Barcala

Creative Agency

Creative Agency: LOLA Mullenlowe

Copywriter: Palma Llopis, Carmela Naya, Hetu Negri

Art Director: , Enrique Torguet

Executive Creative Director: Pancho Cassis

Chief Creative Officer: Chacho Puebla

PR: Sarah Okrent, Enrique Caballero

Agency Production: Flor Caputo, Diego Baltazar

Innovation Director: Fred Bosch

Art Directors: Desirée G. Valdés, Manuel Castillo

Creative Supervisor: Saray González, Miki Ocampo

Creative director: Tomás Ostiglia, Fabio Brigido

Media Agency

Group Business Director: Juan Pablo García

Production Company

Production Company: Los Notarios

Director: Felipe Cortés

DOP: Juan Carlos Franco

Executive Producers: Juan Pablo Bernal, Nathalie Burnside

Post Production / VFX

Post Production Company: Free your Mind

Content

Content Team: Elis Limitada, Juan Pablo Sorín

Content Team : Elis Limitada, Juan Pablo Sorín

Category: Beauty/health , Health care