Third City Bupa | Check Your Tackle

A digital campaign pegged to a cultural event helped Bupa reach young men dropping the ball on testicular cancer

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When it comes to testicular cancer, British men are dropping the ball. Six million admit they’ve never checked themselves with the problem greatest among young men - despite being most prone to the disease.

Ahead of the Rugby World Cup we wanted to capture attention and tackle the issue head on, all while underlining Bupa’s leadership on cancer treatment, care and awareness.

To do this, we worked with Welsh international rugby star and testicular cancer survivor Matthew Rees on a short and shareable video, seeded through his Twitter profile and Bupa channels. Pre-campaign outreach secured retweets from Gary Linekar, comedian Adam Hills, Kyran Bracken, Movember, Men’s Health UK and Chris Ashton. This activity was also supported by digital display advertising, photography and a news story looking at the impact of treatment and diagnosis delays, helping Bupa to kick cancer into touch.

In the first day alone, we reached more than 10m people, hitting 30,000 views within hours.  

About Third City

We are an award-winning PR and digital comms agency, one of the fastest growing independents in the UK. Known for combining high-level creativity and consultancy, our culturally-relevant campaigns change how consumers think, feel, behave and buy. We offer clients access to a collective of leading thinkers and content producers through our Third Citizens network.



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