Campaign of the Year 2020
03 February 2021
KP – ‘Check your Nuts’ Movember Campaign
In 2019, KP partnered with the world’s leading men’s health charity Movember for their ‘Check Your Nuts’ campaign. The campaign used KP’s brand awareness in the UK as a social facilitator to encourage more people to open up the conversation about testicular cancer, and the importance of the need for men to regularly ‘check your nuts’.
Throughout the month of Movember, KP Nuts ran a series of unique awareness and fundraising events as part of the partnership. Including an exclusive fundraising ‘laugh your nuts off’ comedy night in London with comedians Omid Djalili, Lee Peart, and former footballer John Hartson. The hilarious nut-pun comedy sets and emotional Q&A from testicular cancer survivor John Hartson, was underpinned by the serious message that men need to check their prized assets, and stressed the importance of catching the disease early.
The campaign was supported with a cross channel approach, including ‘check your nuts’ print and out of home advertising, and social media Movember awareness posts via influencers and KP social channels. Fundraising kits were also distributed internally and via pub partners, and a newsworthy research story was created for press to relay campaigns, key messages and press interviews to drive further awareness of testicular cancer and the importance of regularly ‘checking your nuts’. The campaign generated a host of editorial coverage with a combined earned reach of 187.6m!