Veritas Spiriti: Check Them

The advert titled Check Them was done by McCANN-ERICKSON SKOPJE advertising agency for TESTICULAR CANCER AWARENESS (Veritas Spiriti company) in Македония. It was released in the June 2009. Business sector is Public health & safety.

Credits:

• Type of Entry: Use of Media
  Category: Best Use of Ambient Media: Small Scale
  Title: CHECK THEM
  Advertiser/Client: VERITAS SPIRITI
  Product/Service: TESTICULAR CANCER AWARENESS
  Entrant Company: McCANN ERICKSON GROUP SKOPJE, MACEDONIA
  Advertising Agency: McCANN ERICKSON GROUP SKOPJE, MACEDONIA
  Creative Credits
  Name Company Position
  Ivica Spasovski Mccann Erickson Skopje Creative Director
  Vladimir Manev Mccann Erickson Skopje Art Director
  Details
  Results and Effectiveness:
  Testicular cancer awareness: - before campaign - 1% - post campaign - 74% - 11% increase in doctor visits. Our internet banners were clicked 1100% more then the regular banners, making www.proverigi.com.mk regularly visited. More than 80% of the placed hands were taken away from the site. Men found the hand funny and informative, so they were taking it away.
  Creative Execution:
  Scaring men with statistics was not the way to deliver the message. We wanted to do it in an unusual and funny way. We decided to give men a HAND! A HAND (promotional material) was offered to men on the all places they usually go: stadiums, gyms, barber shops, car wash, snooker rooms, sport betting places and in dressing rooms in shops. In Macedonian slang, testicles are also known as EGGS. We’ve stamped the message on the eggs, sold at the local markets, using them as another media channel. All the materials were supported by an official web site www.proverigi.com.mk (proverigi = check them) containing more information about the testicular cancer. Internet banners, leading to our web site, were placed on the most visited web sites in Macedonia.
  Insights, Strategy and the Idea:
  Men between the age of 15 and 40 are potential victims of testicular cancer. If it’s detected early, it’s successfully treated in 99% of the cases. This cancer can be easily detected with a simple self examination. Research has shown, that the awareness for this illness and its symptoms is very low. The challenge was to raise the awareness and to inform men how to detect it. The message was simple: You can easily detect testicular cancer with a simple self examination. BE BOLD, CHECK THEM!