Liga Contra el Cáncer Perú: I Love My Balls

The League Against Cancer, an institution that promotes the prevention of cancer, encouraged men in Peru to get checked for penile, prostate and testicular cancer by launching a campaign on Instagram that manipulated its famous love heart reaction.

Summary

Every year in Peru, 4,500 new cases of prostate, testicular, and penile cancer are detected in males from which 2,400 lead to death. The League Against Cancer, an institution that had dedicated almost 70 years to promote the prevention of cancer for Peruvian women, expanded its medical coverage to men as well. However, two years into the expansion, the attention to males only represented 8% of the total. That is how “I Love My Balls”, a campaign created exclusively for Instagram was able to garner the participation of more than 100 influencers in just 30 days, uniting the population,...

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