2016 Winners & Shortlists

Brief Explanation

To raise awareness on how a quick self-check could save lives from testicular cancer we set up a stand where people could trade in their old balls for a pack of brand new ones. A basic set of golf balls, in your typical golf ball pack but with an unexpected message. The pack featured facts on testicular cancer, signs to look for, and more importantly instructions on how to do a quick self-check for any early signs.

Creative Execution

In a collaboration between FOCP and the 2015 DP World Golf Championship, an event that saw 60,000 people over 3 days we set up a stand. Our execution allowed us to talk about testicular cancer through a more familiar set of balls…golf balls. So we created golf ball giveaways that came in pairs as a way to surprise and sidestep inhibitions to talk about testicular cancer in public. It allowed FOCP to reach its audience and raise awareness about testicular cancer in a non-threatening manner.

Results

Reached +180k people, increasing web traffic by 40% and social media following by 17%. With an estimated PR value worth around AED 350,000 it was a record-breaking campaign for FOCP. We even had celebrity golfers appear and take a few packs home with them.