A few years ago, a young British man tested positive on a pregnancy test. From that moment, it was discovered that some types of testicular cancer produce the same hormone as embryos, which is the indicator in pregnancy tests. Clinical studies show that a hormone produced by embryos is also produced by some types of testicular cancer, and this hormone is detected in pregnancy tests. The De Alba Foundation has transformed this discovery into a unique opportunity to raise awareness about the prevention of testicular cancer with Test-icles, the first campaign that helps men detect potential testicular cancer with a common pregnancy test. The campaign also had a call to action, asking men to see a doctor.

Test-icles was focused on all Mexican men between ages 15 and 35 years old, the population with the highest risk of developing testicular cancer, according to The Global Cancer Observatory. This target represents more than 19% of Mexico’s total population. The campaign included market research to determine the preferences and behaviors of this target, as well as to identify the barriers facing the prevention of this disease. The result: young people feel afraid and ashamed to explore themselves. Thus, the focus was on generating a differentiated experience around detection, including a tone of voice that was humorous, challenging, and closer to the target to ensure that most of the target knew about this new method and thus promote early diagnosis.