Marketing gods: Testicular Cancer Society raises awareness of testicular cancer among football fans in a unique way
Ileana Sanchez
Dailysports's expert
The non-profit charitable organization Testicular Cancer Society came up with a truly original way to raise awareness about testicular cancer among men. They launched an advertising campaign in collaboration with the football club Leganés—the foundation's logo was placed on the players' shorts... right in the groin area.
After the campaign took off, the organization released a full video detailing how the initiative unfolded.
When brainstorming how to support the month dedicated to testicular cancer awareness, the marketers had a brilliant idea. Realizing that brands never place ads in that particular spot on footballers' shorts, and knowing this perfectly matched the foundation's mission, they decided to break new ground and use it.
Of course, finding a club willing to go along with the idea was no easy feat. Football giants like Barcelona, Liverpool, Manchester United, Real Madrid, PSG, and Bayern all declined. Only the Spanish club Leganés agreed to take part.
Leganés players wore the Testicular Cancer Society logo on April 12, in their La Liga match against Barcelona.
