Charity the Oddballs foundation has turned London’s Westminster Bridge into an intelligent installation for Testicular Cancer Awareness Month.
Conceptualised by COOH specialists, St Marks Studios the creative draws on the fact that on a sunny day the design of the bridge leads to the appearance of the reflection of testicles.
The agency played on this by installing discrete banners and signs across the 250-metre-long bridge which remind men to check their balls, alongside a QR code that points people to more information on the Oddballs foundation website.
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Speaking to the Evening Standard newspaper the Oddballs foundation manager Kieran Kelly said: “We know that testicular cancer is one of the most treatable types of cancer – and is much more effective when started early”.
“But shockingly just 18.5% of men check themselves regularly for abnormalities.”
Around 2,400 new cases of testicular cancer are diagnosed every year, and it mostly effects men between 15 and 49 years of age.
Previous works from St Marks Studios includes work with PaddyPower, Sky Atlantic, Easyjet and more.
