News & Press / April 15, 2024

.becoming Wins Gold for Testicular Cancer Ad

.becoming, one of our French member agencies renowned for its activist-leaning campaigns, took home gold at the 2024 Grands Prix Stratégies de la communication d'engagement awards for their campaign ‘Disco Balls’. The campaign, created for Fondation ARC, strove to highlight the importance of checking for testicular cancer early, and the exact techniques to use for a self-check up to alleviate the risk of late detection. 


Featuring .becoming’s trademark humour and off-the-wall thinking, the campaign generated over ten million views on social media in around ten days. Testicular cancer can be difficult to diagnose, and can be detected as early as 18 years old, a message that Fondation ARC struggled to bring across to its intended audience given the significant communication barrier. With .becoming’s help, a much greater percentage of young men are now aware of what to look for, significantly reducing the risk of late-stage detection in cancer. 


Congratulations on an excellent campaign, .becoming.