The task was to tell men how to prevent testicular cancer and to form a habit - once a month to examine themselves.
Testicular cancer is the most common malignant tumor that affects young men aged 20 to 40 years. However, not many men know that regular self-examination can detect the disease at its earliest stages and prevent its progression. The main barriers to the popularization of the topic are the lack of specialized places and information programs for men, as well as its certain piquancy.
We identify the target audience: men aged 20-35, urban residents who follow an active lifestyle, watching themselves and their appearance.
Solution: we found the right place - barbershop - a gentleman's club, where the representatives of our target audience do not only cut their hair but also communicate on men's topics. It was decided to communicate in the right tone of open men's conversation, with humor and calling things by their names.
We put up provocative posters in barbershops in Minsk that attracted attention and became a topic for discussion about cancer. We have also made information booklets explaining the problem and demonstrating a visual scheme of self-diagnosis of cancer and a simple algorithm for a new useful habit: once a month you take care of your beard - pay attention to your testicles.
As a result, our social project was supported for free by various Belarusian and Russian Internet media: from youth city magazines to large medical portals. Most of Minsk barbershops took part in the action. Now, every time visiting a barbershop, a man sees a reminder that will help him to preserve his manhood.