Men don't like to watch videos about performing self-checks for testicular cancer. However, they are fans of football highlights, especially when players instinctively protect their groins during free kicks. To reach this audience, we placed a mid-roll in the most viewed YouTube videos about free kicks, showcasing a player doing a quick testicular cancer self-check as he sets up to block a kick.

We effectively hijacked these football highlight moments to spread an important health message.