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.
To target male audience and reveal a sensitive topic through the video materials, Pink Salt along side the talented illustrator Emil Sellström created a series of animated illustrations to raise awareness around the prevention and to inform men about the disease and the need for self-examination. Additionally, using the same style of the campaign we created very effective illustrations to support the adv commercial as well as an engaging animated tutorial around how to practice correctly the self palpation to prevent cancer step by step. Thanks to wonderful creative team – Art Direction by Eugenio Ormas & Animation by That’s Motion – we added flavour to the “social experiment” live-action video with a colourful and bright approach to smooth the visuals and the message.
The tutorial was the most challenging part but we contributed to the campaign humorously and at the same time entertaining way to present such a sensitive topic.
The campaign became viral on social media, getting many Italian men to self-examine themselves following our online tutorial. In a month it reached 205,000 views and urological check-ups increased by 54%.
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.