Much like cancer, a viral idea can really spread when it's left to its own devices. And that was the plan with this incognito message for testicular cancer, aimed at young Aussie men in the vulnerable age group of 20-39. With 70% of them watching adult movies online, it was the perfect time to reach them: when they already had their pants down.
The “pornterruptive” public health message was hidden in the middle of a real adult movie titled "Game of Balls" - where star Eva Lovia stops mid-action, talks directly to the viewer, and demonstrates how to check for testicular cancer, on her co-star.
She then points to an on-screen URL, playwithyourself.org – where men can find out more, get help, and spread the word. Then the film continues as normal.