To produce a “call to action” animation project to promote knowledge and raise awareness around prevention of testicle cancer. To target male audience and reveal a sensitive topic through the video materials. To create a project to inform men about the disease and the need for self-examination.
Additionally, using the same style of the campaign create an instructive material – an animated tutorial explaining how to practice correctly the self palpation to prevent cancer step by step.

Lucky Touch (knowing that in Italy men touch their own balls as gesture to push bad luck away), if you know how to do it can ALSO prevent testicle’s cancer.
Italy is a very superstitious country and the most popular gesture to keep bad luck away among men is touch their balls. Especially when they see an empty hearse passing by. So we drove a real one around Rome, to provoke men’s reaction and therefore to draw attention on testicular self-palpation topic.
We then made a video of this “experiment” together with animation to softer the image. We spread video on the web, to bring the awareness to the widest level.

The video linked to a website featuring a tutorial on how to perform a proper self-examination. Tutorial was the most challenging part so we develop a tactful and entertaining at the same time 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.

SILVER AWARD: Golden Drum Awards | C OOH (Out of Home) – Social & Charity
SILVER AWARD: ADCI Awards | PR Campaign Non Profit & OUTDOOR Out Of Home Non Profit
BRONZE AWARD: ADCI Awards | Cyber 2 – Social Media
Non Profit Campaign
BRONZE AWARD: ADCI Awards | Direct /PR – Direct Marketing – Digital & Social Media Non Profit