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TEST-ICLES
Agency Ogilvy Mexico / Mexico City + Ogilvy Health / New York + Fundación De Alba / Mexico City + Estudios Machina
Category
Integrated / Omnichannel Campaign
Annual ID
OS25_HW026B
Background
In México, testicular cancer registers 3,337 new cases and 670 deaths every year. This is the third most common type of cancer in men between 15 and 40 years old, segment that represents more than 19% of the country's total population.
Although periodic self-examination is considered the best way to diagnose it, but barriers such as fear, shame and toxic Mexican masculinity, spread the belief that "men do not get sick". This doesn’t let men to acquire the habit of self-examination and even prohibit them from speaking about this disease in public.
Added to this, the cost of medical appointments and clinical studies exceed $250 USD from the first appointment, making the timely diagnosis of this disease even more difficult and less accessible to the Mexican population.
Reason why 50% of cases are diagnosed in very advanced stages. In the coming years, the number of new cases and deaths from testicular cancer is expected to rise by 13%.
De Alba Cancer Foundation is non-profit organization that works to reduce the social impact of cancer in México, providing support to people with cancer in a state of social and economic vulnerability, so that they receive the medical care they need and generating health promotion and cancer prevention programs.
Concerned about the situation of testicular cancer in Mexico, which registers more than 3,337 new cases every year and is the second most lethal type of cancer in men between 15 and 35 years old, the foundation needed to help young men become aware of timely diagnosis and have a faster and more accessible diagnostic method.
Although periodic self-examination is considered the best way to diagnose it, but barriers such as fear, shame and toxic Mexican masculinity, spread the belief that "men do not get sick". This doesn’t let men to acquire the habit of self-examination and even prohibit them from speaking about this disease in public.
Added to this, the cost of medical appointments and clinical studies exceed $250 USD from the first appointment, making the timely diagnosis of this disease even more difficult and less accessible to the Mexican population.
Reason why 50% of cases are diagnosed in very advanced stages. In the coming years, the number of new cases and deaths from testicular cancer is expected to rise by 13%.
De Alba Cancer Foundation is non-profit organization that works to reduce the social impact of cancer in México, providing support to people with cancer in a state of social and economic vulnerability, so that they receive the medical care they need and generating health promotion and cancer prevention programs.
Concerned about the situation of testicular cancer in Mexico, which registers more than 3,337 new cases every year and is the second most lethal type of cancer in men between 15 and 35 years old, the foundation needed to help young men become aware of timely diagnosis and have a faster and more accessible diagnostic method.
Creative Idea
Testicular cancer is often overlooked, and self-exams are rare among Mexican men. To confront this challenge head-on, we created Test-icles, a campaign leveraging the surprising fact that pregnancy tests can detect certain types of this cancer. Using humor and relatable animated characters, Tano and Nato, we destigmatized the conversation and made it easier for men to engage with this important health issue. The De Alba Foundation's approach ensured broad reach, from influencer activations and social media engagement to national and international media coverage and impactful public installations. By making self-checking feel less intimidating and more accessible, Test-icles empowered men to take control of their testicular health and get tested.
Insights & Strategy
Test-icles was focused on all Mexican men between 15 and 35 years old, the population with the highest risk of testicular cancer.
The campaign included market research to determine the preferences and behaviors of this target, as well as to identify the reasons why 50% of testicular cancer cases occur in very advanced stages. The result: Young men are ashamed to examine themselves and do not like to go to the doctor.
So, the focus was on generating a differentiated experience around detection, including a humoristic and challenging tone of voice, closer to this audience.
The campaign included market research to determine the preferences and behaviors of this target, as well as to identify the reasons why 50% of testicular cancer cases occur in very advanced stages. The result: Young men are ashamed to examine themselves and do not like to go to the doctor.
So, the focus was on generating a differentiated experience around detection, including a humoristic and challenging tone of voice, closer to this audience.
Execution
The campaign starts on March 2024, with the creation of Tano & Nato, two characters inspired by the word “Tanates” a popular name for testicles in Mexico.
They helped create a fun and entertaining message that launched on April 1st, 2024, across OOH, digital and social media, including short films and organic post. All efforts were directed to testicles.mx, where men found more information about the disease, a medical directory and how a pregnancy test could help them diagnose it.
At the same time, more than 80 influencers received a kit to join the campaign, getting tested or inviting a man to get tested. Everyone was talking about it.
Then, the campaign was presented to national and international media to amplify its impact, allowing it to become a topic of conversation.
They helped create a fun and entertaining message that launched on April 1st, 2024, across OOH, digital and social media, including short films and organic post. All efforts were directed to testicles.mx, where men found more information about the disease, a medical directory and how a pregnancy test could help them diagnose it.
At the same time, more than 80 influencers received a kit to join the campaign, getting tested or inviting a man to get tested. Everyone was talking about it.
Then, the campaign was presented to national and international media to amplify its impact, allowing it to become a topic of conversation.
Results
Test-icles has generated significant attention and has gained wide reach and acceptance among men aged 15 to 35. With a donated media budget close to $17,000 USD, the collaboration of more than 56 influencers, and organic social posts, the campaign reached 17,532,873 impressions, 36,049 interactions, and 19,878 website visits in its first month.
The message was amplified by more than 34 media, making it present throughout Latin America, United States, and some countries in Europe, Asia, and Oceania.
Transforming something that until now was used exclusively to find out if a woman was pregnant, Test-icles has created a new diagnostic method and continues increasing the engagement of young people in the early detection of testicular cancer.
Even the ease and low cost of this method is beginning to be evaluated in other emerging economies for its implementation.
As pregnancy tests are everywhere, with a cost of less than $5 USD, Test-icles is the most accesible method, after self-examination, for testicular cancer diagnosis. It effectiveness has begun to be evaluated in other emerging economies for its implementation.
The message was amplified by more than 34 media, making it present throughout Latin America, United States, and some countries in Europe, Asia, and Oceania.
Transforming something that until now was used exclusively to find out if a woman was pregnant, Test-icles has created a new diagnostic method and continues increasing the engagement of young people in the early detection of testicular cancer.
Even the ease and low cost of this method is beginning to be evaluated in other emerging economies for its implementation.
As pregnancy tests are everywhere, with a cost of less than $5 USD, Test-icles is the most accesible method, after self-examination, for testicular cancer diagnosis. It effectiveness has begun to be evaluated in other emerging economies for its implementation.
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Ogilvy Mexico / Mexico City
Ogilvy Health / New York
Client / Brand
Fundación De Alba / Mexico City
Production Company
Believe Tv / Santiago de Chile
Music / Sound Production Company
Estudios Machina
Chief Creative Officer
Keka Morelle
Rafael Reina
Creative Director
Marcela "Mashe" Estrada
Director
Artemisa Couto
Miryana Pérez
Global Chief Creative Officer
Liz Taylor
Motion Designer
Izamary Ramírez
Producer
Alejandra Rodríguez
Deputy Chief Creative Officer, Worldwide
Joe Sciarrotta
Senior Art Director
Uriel Sánchez Cureño
Senior Copywriter
Francisco "Curi" Miranda
Account Business Lead
Rebeca Ríos
Account Director
David Ontiveros
Back End Sr.
Carlos Martínez
Chef Executive Officer
Horacio Genolet
Chief Executive Officer
Mariana Gunther
Verónica Hernández
Creative Excellence
Adriana Weinberg
Digital Supervisor
Jocelin Matias
Founder & President
Rebecca de Alba
Front End
Elena Álvarez
Front End Sr.
Isaac Pozos
Head Digital Product
Armando Rosas
Head Health & Wellness Mx & Latam
Eileen Dávila
Head of Communications
Paula Santiago
Head of Experience
Laurie King
Head of Influence
Paulina Villanueva
Head Producer
Rosa Elena Arizmendi
Investment Executive
Danilo Bucio
Investment Supervisor
Karen Castillejos
Latam Public Relations
Mariana Piacentini
Pricing & Investment Director
Juan Pablo Organista
QA Lead
Verónica Carranza
QA Sr
Edgar González
Specialist
Dr. Miguel Ángel A´lvarez Avitia
Strategic Planning Director
Landy Millán
Tech Operations Manager
Karla Magallán
UX/UI Lead
Juan Carlos Betancourt
Voice Talent
Moises Curiel
Olín Garcés
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