Title	IT'S IN YOUR HANDS
Brand	ASOCIACIÓN ESPAÑOLA CONTRA EL CANCER (AECC)
Product/Service	TESTICULAR CANCER PREVENTION
Category	A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company	VCCP Madrid, SPAIN
Advertising Agency	VCCP Madrid, SPAIN

Name	Company	Position
Javier Suso	Vccp Spain	Managing Director
Beto Nahmad	VCCP Spain	Executive Creative Director
Jesús Mellado	VCCP Spain	Creative Director
Rodrigo Alvisio	VCCP Spain	Account Manager
Yerai Gómez	VCCP Spain	Art Director
Sergio Villarubia	VCCP Spain	Copywriter

The Brief

Testicular cancer is a solid tumor that appears most frequently in males between the ages of 15 and 35 years old. It has a high percentage of recovery if it is diagnosed in time, but people don’t go to the doctor when they notice something strange in their testicles because they are embarrassed. This attitude contrasts with that of many people which uses videochatting websites like Chatroulette, where 7 out of every 10 men use it to show their genitals randomly to whoever is watching, we turned Chatroulette into an opportunity to face the target with this contradiction.

Creative Execution

We transformed a dark side of the ChatRoulette chat room into: - The best socio-demographical and behavioural segmentation tool. - The best media to face our target audience in their contradictory behaviour. - The best environment to surprise them in, in an advertising- free space. We created insightful content that was relevant: - To media, influencers and opinion-leaders, who shared the campaign in their media and blogs. - To our target audience, who watched, shared and commented on it in Social Media.

Describe the creative solution to the brief/objective.

We recorded a real time video in ChatRoulette where a young woman starts video chats randomly with men and convinces them to show her their genitals. Then, when they are just about to masturbate, she shows them boards where young men could read the following: “IF YOU SHOW YOUR GENITALS TO ANYONE” “WHY DON’T YOU SHOW THEM TO THE DOCTOR?” “TO DETECT TESTICULAR CANCER IN TIME CAN SAVE YOUR LIVE”. The video ends with all men positive reaction after reading the message. We seeded the video online to make it become viral.

Results

Investing less than 1.500 Euros: - 100% of men that were contacted in ChatRoulette reacted positively. - 200.000 views in Youtube the first week. - More than 150 international media and blogs talked about the campaign. - Media coverage in 37 countries in the less than 24 hours. - We reached more than 2,5 million young men the first week. - Visits to AAA Cancer multiplied x22.