2025 Winner

Physically active men are statistically just as likely to get testicular cancer, yet they’re the least likely to check for it – largely because traditional health education doesn’t resonate with them. For Testicular Cancer Awareness Month in April 2024, Testicular Cancer Canada launched “Grab Your Rocks,” the world’s first climbing wall designed to teach men how to check for signs of testicular cancer. Custom handholds were created to simulate five key symptoms, each paired with clear signage explaining what symptom it represented and how to check for it. A launch video invited active men to the gym, reframing a familiar environment into an unexpected and memorable health lesson. Thousands came to climb (and learn) throughout the campaign, which earned more than 350 million impressions, a 320% jump in donations and drew thousands of climbers to the gym. It became the most successful campaign in
the organization’s history.

Credits

SID LEE

Da Silva, Jeffrey - Executive Creative Director
Fraracci, Matthew - Creative Director
Susie Lee - Creative Director
Hulsebosch, Jake - Senior Copywriter
Calucag, Raine - Art Director
Lee, Yura - Senior Art Director
Jawalker, Aadhish - Account Executive
Simard, Anne - Sr. Project Manager
Stack, Jennifer - Head of Content
Chau, Karen - Sr. Content Manager
Cohen, Kyra - Executive Creative Services Director
Hewitt, Justin - Sr. Creative Services Manager
Pineo, Madison - Account Director
Heidenahl, Mandi - VP, Account Services
Lacquement, Ryan - Group Strategy Director
Reynolds, Ryan - Executive Producer
Babeiha, Salar - Producer
Teasdale, Sara - Producer
Sharma, Sumeet - Strategy Director
Stone, Taylor - Content Manager
Lo, Edwin - Content Creator
Awonaike, Tofunmi - Production Coordinator
Vozniuk, Yehor - Post-Production Assistant
Thomson, Mac - Sr. Motion Designer/Online Artist
Torontow, Emily - Post-Production Producer
Pinochet, Marie-Christine - Media Strategist
Boisvert, Stephanie - Media Director
Mayer, Patrick Freedom - Lead Creative Developer
Callahan, Emily - Account Manager, PR & Influencer Marketing
Ferres-Oxime, Kaïsha - Coordinator, Public Relations