Background

Testicular Cancer NZ is a New Zealand based organisation focusing on raising awareness of testicular cancer and educating men on how to check for symptoms.

Testicular Cancer NZ and FCB Media created a highly shareable campaign encouraging people to create giant penis shapes using GPS tracking software. The campaign was to increase awareness of the most common form of cancer in men aged 15-39 in a fun and engaging way.

Objectives


Secure coverage for the campaign and accompanying images



Increase engagement in the campaign



Increase shares of the campaign



Increase awareness of Testicular Cancer NZ


Strategy

Viral Seeding put together a strategy which consisted of outreach to relevant high-traffic websites and blogs.


Researching and putting together an extensive list of target websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video



Daily reporting and final project evaluation


Campaign Results


19 pieces of coverage secured, reaching over 240,000,000 people



Coverage secured on national websites including The Sun, The Mirror and BBC News



Coverage secured on massive web culture sites including Ladbible, Smash and AskMen



Coverage secured on Ladbible's Facebook page to over 24m likes


Highlights & coverage

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