Much like cancer, a viral idea can really spread when it's left to its own devices. And that was the plan with this incognito message for testicular cancer, aimed at young Aussie men in the vulnerable age group of 20-39. With 70% of them watching adult movies online, it was the perfect time to reach them: when they already had their pants down. The “pornterruptive” public health message arose from a partnership between aptly-named Australian charity The Blue Ball Foundation, and leading LA adult film studio Digital Playground – and was hidden in the middle of a real adult movie - where star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star. She then points to an on-screen URL, playwithyourself.org – where men can find out more, get help, and spread the word. Then the film continues as normal.
Executive Creative Director:Ben Welsh
Creative Director:Anthony Melder
Art Director:David Jackson
Jeanette Li:Marketing & PR Coordinator
Jakodema:Digital Playground: Director