Ožujsko continues to save lives with its second year of “Scratch for a Reason,” a campaign aimed at raising awareness about testicular cancer among young men. This campaign started in 2016 from a need in Croatia that the health community recognized – 1 in 200 men ages between 18 and 35 are in danger of getting testicular cancer, yet many are not aware of the risks. With early detection, however, testicular cancer can be cured with a very high rate of success.
Ožujsko believed that through the collaboration with our health partners, we can encourage young men – many of whom are Ožujsko drinkers – to take action to prevent this disease. Through our latest ad, “Be brave,” we encouraged young men to assess their risk and to call our Scratch hotline for support. Our activations included a national ad campaign, supported by an engaging digital campaign and print ads featuring our ambassadors on billboards, health institutions, pubs, bathrooms and locker rooms across Croatia.
Ultimately, our campaign helped diagnose 43 men in 2017. Adding to last year’s total of 46 diagnosed men, our “Scratch for a Reason” campaign has resulted in 89 cases of testicular cancer diagnosed in the early stage. Through early detection and effective treatment, the campaign consequently helped 89 men avoid this dangerous disease.
The campaign has been so well received by our community that we were nominated and chosen as one of the finalists of the Positive Change Europe Effie Awards competition, a pre-eminent award celebrating the brands that promote the greater good through marketing communications.