BALLS IN CONCERT

PRODUCT DEVELOPMENT

Turning Awareness into Experience

Testicular cancer awareness often struggles to break through — too serious for humor, too taboo for attention. With Balls in Concert, we changed that. Together with The Robin Cancer Trust and lead agency David+Martin, we created an interactive awareness campaign and live show format that speaks directly to young audiences through the universal language of music and entertainment.

The idea: take a subject people avoid — and make it impossible to ignore.

The Challenge: Talking About What No One Talks About

The Robin Cancer Trust focuses on raising awareness for testicular and ovarian cancer among young people. The challenge wasn’t just to inform, but to engage — to reach those who don’t yet think about early detection or health checks. Standard campaigns lacked emotional pull and cultural relevance.

We needed to design an experience that broke taboos, built empathy, and made people talk — without losing authenticity or respect for the cause.

The Solution: A Concert for a Cause

We developed the production framework and supported the execution of Balls in Concert — a hybrid between charity event, awareness campaign, and immersive live experience. Under the creative direction of David+Martin, the production mixed live performances, interactive installations, and humor-driven storytelling to make the topic accessible and shareable.

From naming to design to stage direction, every element carried a double message: “Have fun. Check your balls.”
The concert became both a celebration and a reminder — combining music, education, and visual impact to shift attitudes toward self-examination and open conversation about cancer prevention.

In collaboration with local artists, influencers, and health ambassadors, we turned the stage into a platform for both emotion and action — ending stigma through connection.

The Outcome: Awareness with Attitude

Balls in Concert achieved exactly what it set out to do — reach audiences that traditional health communication couldn’t. The campaign generated high social media engagement, community participation, and measurable awareness growth in target demographics.

The event format proved that impact communication works best when it feels cultural, not clinical. It gave The Robin Cancer Trust a scalable model to repeat and adapt across future awareness activations — merging purpose with entertainment and building real dialogue around men’s health.

Results

  • Concept and production of Balls in Concert for The Robin Cancer Trust
  • Creative lead: David+Martin
  • Combined live music, humor, and health education in a unified campaign
  • Generated strong youth engagement and social media reach
  • Helped reduce stigma around testicular cancer awareness through creative communication
  • Created a repeatable event framework for future trust campaigns and partnerships