The Fondle Filter

Testicular cancer is the most common cancer amongst young men aged 18-39. Each year in Aotearoa, 175 men are diagnosed with the disease and 8 will die from it. Globally, over 9,000 die. Self-checking is the key to reducing deaths, but guys just seem to have forgotten how to much they love playing with their balls.

We reminded guys of a truth they innately and universally know – it’s fun to play with balls.

The Fondle Filter is a Snapchat AR lens that turns any ball-shaped object into testicles. By scanning the custom Snapcode or tapping social AV, users are instantly taken to the Fondle Filter to apply balls to any round object. Once users have had their fun, they tap through to testicular.org.nz to find out how to properly self-check.

By removing the weight of the issue, the Fondle Filter engages young guys in light hearted way. The Fondle Filter was activated across multiple channels including Snapchat, VOD and broadcast AV, live sports and OOH.

Results:
100k shares
1.4 million impressions
8x average interaction time on Snapchat
3.2 million plays
6.4 million balls fondled

Cultural Context:
In New Zealand, Snapchat’s use base of 18-34 years old is 680K with approx 50% male. To give context, NZ’s total population is just over 5M.