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TEST-ICLES
Agency Ogilvy Mexico / Mexico City + Ogilvy Health / New York + Fundación De Alba / Mexico City + Estudios Machina
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Category
Innovation / New Ideas in Health & Wellness
Annual ID
OS25_HW078M
Background
Test-icles is the first campaing that invites men to take a pregnancy to detect potential testicular cancer. For the first time in history a new method for testicular cancer diagnosis, different from self-examination, is presented to men.
As pregnancy tests are available everywhere, the campaign has the potential to serve as a large-scale diagnostic method, saving the lives of thousands of people around the world, because 90% of testicular cancer cases can be cured if they are detected early.
Around the world testicular cancer registers more than 72,000 new cases and more than 9,000 deaths each year.
Only in México this disease reaches 3,337 new cases per year and has become the second most deadly type of cancer in men between 15 and 35 years old.
The reason? More than 50% of cases are diagnosed in advanced stages because Mexican men do not have the habit of self-examination, which is considered the most effective method to diagnose this disease.
In addition, according to the Mexican government, only 35% of men go to preventive medicine services because the toxic masculinity that dominates Mexican culture has made them believe that “men do not get sick”.
Plus, the cost of the first medical appointments and clinical studies exceed $250 USD, which makes the diagnosis even less accessible.
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
As pregnancy tests are available everywhere, the campaign has the potential to serve as a large-scale diagnostic method, saving the lives of thousands of people around the world, because 90% of testicular cancer cases can be cured if they are detected early.
Around the world testicular cancer registers more than 72,000 new cases and more than 9,000 deaths each year.
Only in México this disease reaches 3,337 new cases per year and has become the second most deadly type of cancer in men between 15 and 35 years old.
The reason? More than 50% of cases are diagnosed in advanced stages because Mexican men do not have the habit of self-examination, which is considered the most effective method to diagnose this disease.
In addition, according to the Mexican government, only 35% of men go to preventive medicine services because the toxic masculinity that dominates Mexican culture has made them believe that “men do not get sick”.
Plus, the cost of the first medical appointments and clinical studies exceed $250 USD, which makes the diagnosis even less accessible.
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
Creative Idea
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.
Building on the unexpected discovery that pregnancy tests can detect certain types of testicular cancer, we developed a new approach to early detection and prevention. Recognizing the low rates of self-examination among men, we reimagined the pregnancy test as a readily available and discreet tool for testicular cancer screening. This innovative approach overcame the barriers of discomfort and stigma, empowering men to take proactive steps towards their health in a simple, accessible way.
Building on the unexpected discovery that pregnancy tests can detect certain types of testicular cancer, we developed a new approach to early detection and prevention. Recognizing the low rates of self-examination among men, we reimagined the pregnancy test as a readily available and discreet tool for testicular cancer screening. This innovative approach overcame the barriers of discomfort and stigma, empowering men to take proactive steps towards their health in a simple, accessible way.
Insights & Strategy
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 these 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.
The campaign included market research to determine the preferences and behaviors of these 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.
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.
With a very detailed 3D digital animation and a different personalities for each one, these two characters come to life. Tano represented the fears, shames and insecurities of the target, while Nato represented knowledge and security.
They helped create a fun and entertaining message that launched on April 1st, 2024, across OOH, digital and social media. 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.
With a very detailed 3D digital animation and a different personalities for each one, these two characters come to life. Tano represented the fears, shames and insecurities of the target, while Nato represented knowledge and security.
They helped create a fun and entertaining message that launched on April 1st, 2024, across OOH, digital and social media. 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: 3
Merit
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
Group 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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