This new campaign for Peru’s Liga Contra el Cancer reminds men to manually check their testicles for lumps via videogame and hand-held puzzle icons. The message is clear, and the images are certainly attention-getting.

Testicular cancer is known as a young men’s problem, and yet it’s a time in life when few are thinking about disease and mortality. This campaign is extremely lightweight, but may be helpful in starting a conversation about the need to take a “hand-on” approach to preventative personal health.

It’s interesting to note, however, that although genitally-focussed, these ads do not use the naked objectification or sexuality so common in breast cancer awareness ads. Instead of inviting women to pay attention through sexual interest, they make a masturbation joke straight to the men.

Advertiser:

Liga Contra el Cancer

Agency:

Y&R Peru

Source:

Copyranter (now on Buzzfeed)