95% of people with testicular cancer survive it if they catch it early but most men, in New Zealand at least, don't check themselves regularly, according to the CEO of Testicular Cancer NZ.
Embarrassment at the idea of submitting delicate body parts to the scrutiny of a doctor is another main barrier to early detection. That's where 'The Testimatic' comes in.
This booth, complete with subtle testicle-shaped graphics and a not-so-subtle name, is designed to minimise awkwardness by allowing men to step inside, pull the curtain and have their testicles checked by a GP reaching through a hole in the wall. 30 seconds later they're free to go.
Ad Nut admires the guts (insert other more apporpriate body part as desired) it took to introduce the Testimatic to the world at such an ultimate male stomping ground as the New Zealand Big Boys Toys exhibition, and the booth's straight-up messaging: "If you're not going to check them, someone needs to". Surely it makes the job less awkward (although still fairly weird) for the GPs as well.
Journalists loved the story too, earning the Testimatic international coverage on the BBC (which included a photo of two suggestively positioned tennis balls, for good measure), Guardian Australia and ABC, among plenty of local news outlets.
Better still, 170 men stepped behind the blue curtain and got themselves checked. That's a great start. You could even say it's got the ball rolling...
Executive Creative Director: Tony Clewett
Project Manager: Jenni Doubleday
Creative Director: Peter Vegas
Creative Director: Leisa Wall
Creative Group Head: Matthew Williams
Creative Group Head: Freddie Coltart
Designer: Joshua O’Neill
Senior Artist: Scott Kelly
Production Manager: Eric Thompson
Content Director | DOP & Photographer: Mike Braid
Group Account Director: Toby Sellers
Senior Account Director: Dave Munn
Account Manager: Jade Seaton
Head of PR, Activation & Social: Angela Spain
PR Senior Account Director: Joanna James
PR Account Manager: Katie Smith
PR Account Executive: Scarlett Sneddon
(This article first appeared on CampaignAsia.com)