Fondazione Umberto Veronesi launched The Lucky Touch – aka ‘Tocchiamoci’ Campaign – , a live-action adv “social experiment” to promote knowledge and raise awareness around prevention of testicle cancer, to be aired on March 19th on Father’s Day.

There are gestures connected to superstitious beliefs – like the one Italian men do when gently grabbing the area between their legs – yes, that one! – in order to ward off bad luck. Italian gestures, even the most popular and less elegant, can sometimes be very helpful for your health as the new social campaign by Umberto Veronesi Foundation points out. Indeed, the video produced by the Foundation in collaboration with McCann Worldgroup uses this typically Italian superstitious gesture to humorously explain the importance of self-examination in the context of a proper prevention of testicular cancer.

The video linked to a website featuring a tutorial on how to perform a proper self-examination. “You touch your balls to keep bad luck away from you. Do you know how to touch your testicles to prevent cancer? We can teach you that: www.tocchiamoci.it”.

McCann Worldgroup asked Pink Salt to create an illustrated animation to better explain the sensitive topic and to make the online tutorial for testicle cancer prevention more effective to understand.

Emil Sellström is a illustrator, graphic designer and animator. He worked as an art director at Viacom’s World Design Studio (Stockholm) and at Viacom’s Regional Design Studio as an on air producer. His services include: art direction, graphic making/drawing, animation, production, edit and layout/print. Both traditional and online. Emil holds a Bachelor’s degree from the Animation Workshop (Denmark) in character animation, both classic and digital. He had personal exhibitions all over Europe.