Client and Sector
Client: Fondation ARC — a French non-profit organization dedicated to funding cancer research and supporting public health awareness initiatives.
Sector: Healthcare and medical research, with outreach programs focused on cancer prevention and early detection.
Challenge
Each year, nearly 3,000 young men (ages 15–35) are diagnosed with testicular cancer — the most common cancer in this demographic. Although highly treatable, it often goes undetected due to lack of awareness and social taboos.
The challenge was to encourage a delicate and unfamiliar health behavior (self-examination) through a tone, platform, and format that resonates with Gen Z.
Approach
Fondation ARC partnered with .becoming to launch a light-hearted and impactful TikTok campaign starring Nicky Doll, drag queen and Drag Race France icon.
The creative strategy embraced the aesthetics of drag culture and humor to break taboos and make self-examination feel both normal and engaging.
Execution
Format:
A short, high-energy TikTok video in which Nicky Doll teaches viewers how to “palpate your disco balls” — a playful metaphor for self-checking testicles.
Tone:
Bold, glamorous, and educational — balancing humor with life-saving information.
Media:
Rolled out on TikTok starting mid-November 2023, supported by influencer engagement and extensive media coverage.
Results
Recognition:
Bronze – Grands Prix Stratégies de la Santé (Influence category), 2024
Gold – Grands Prix de la Communication d’Engagement (Influence category), 2024
Bronze & Gold – Grands Prix de la Communication (General Public Campaigns), 2024
The campaign helped normalize self-examination among young men — while positioning Fondation ARC as a bold and innovative voice in public health communication.
