Fundación de Alba in partnership with Ogilvy México and Ogilvy Health New York launched Test-Icles; the first initiative that promotes early detection of testicular cancer through self-examination and use of pregnancy tests. This campaign not only seeks to raise awareness, but also save lives by facilitating early detection of testicular cancer.

The testicular cancer alarm: shocking data

Each year, more than 3,337 people in Mexico are diagnosed with testicular cancer. In the United States, it is estimated that about 10,000 men will develop this disease annually. The alarming thing is that the highest incidence occurs in young men, between 15 and 35 years old. Unfortunately, many cases are detected in advanced stages, which leads to considering an increase of around 13% in the number of diagnoses in the coming years.

Test-icles: an huevos campaign

The “Test-icles” campaign aims primarily to educate men about the importance of self-examination and the use of pregnancy tests as a method of early detection of testicular cancer. This initiative challenges common beliefs about pregnancy tests, highlighting that they are not exclusive to women.

“If we asked men if they think pregnancy tests are only for women, most would answer ‘Yes. ’ And if we then asked what would happen if a man took a pregnancy test, most would say ‘Not at all. ’ Despite this common belief, the truth is that both things are closely related. A simple pregnancy test detects a hormone called Human Chorionic Gonadotropin beta fraction, which is secreted during pregnancy and can be found in urine. However, this hormone is also produced in certain types of testicular cancer. This is significant because the readily available pregnancy test could save the lives of many patients,” explained Dr. Miguel Ángel Álvarez Avitia, medical oncologist and expert in genitourinary cancer at the National Cancer Institute.

Fundación de Alba

At Fundación de Alba we have more than 16 years of experience in cancer awareness and prevention. The Foundation has worked tirelessly to educate the population about the importance of early detection.

In the words of Miryana Pérez Vela, General Manager of the Fundación de Alba: "Building alliances between different sectors of society allows us to have a greater impact and reach for the initiatives we have been working on at the Foundation, with the aim of raising awareness among the population about the early detection of testicular cancer, a type of cancer that, if detected in its early stages and with the appropriate treatment, has very good prospects for a cure."

Impact and International Recognition

The impact of this campaign has been so significant that Ogilvy Mexico and Ogilvy Health New York have been recognized for their creativity and social commitment, winning their first Lions in the Health & Wellness and Sustainable Development Goals categories at Cannes Lions 2024. This recognition underlines the effectiveness of the campaign and its potential to save lives.

The collaboration between Fundación de Alba, Ogilvy Mexico and Ogilvy Health New York on the “Test-icles” campaign represents a significant step forward in the fight against testicular cancer. By promoting self-examination and the use of pregnancy tests as early detection tools, this initiative is set to change the lives of many men, giving them an opportunity for early diagnosis and effective treatment. The success at Cannes Lions 2024 not only celebrates creativity and excellence in advertising, but also the positive impact that a well-designed campaign can have on the health and well-being of society.

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