Testicular Cancer Society uses AI to turn phallic shapes into early cancer checks

The Testicular Cancer Society has partnered with FP7McCann to launch "I see balls", the world’s first augmented reality (AR) lens that uses artificial intelligence (AI) to transform everyday, accidentally phallic-shaped objects into life-saving health tools.

From cactuses to vegetables, the lens detects objects that resemble male anatomy and overlays a medically accurate, step-by-step guide for performing a testicular self-exam.

According to a statement seen by MARKETING-INTERACTIVE, the idea was born from a growing contradiction. The agency noted that while 42% of men aged 15–35, the group most at risk, rely on social media for medical advice, platform algorithms are often unable to distinguish between testicular cancer education and explicit content.

Don't miss: Durex MY taps on playful local lingo in cheeky safe sex campaign

As the internet overflows with unintentional phallic imagery, silly but instantly recognisable, "I see balls" aims to embrace the absurdity instead of fighting the AI filters. 

The team trained their own AI with organic images, allowing the lens to spot phallic patterns and overlay an animated tutorial on how to perform a testicular self-check.

On the website, users can scan the shapes they encounter, learn the steps, and share videos on social media to spread awareness as ambassadors, sidestepping censorship without risking takedowns or shadow bans.

To build momentum, the campaign launched on Instagram, TikTok, and Facebook, by commenting on phallic-shaped content and redirecting users to the lens. 

The team also activated communities and humor-driven groups to plant the message in spaces where audiences were already primed.

“If guys don’t know how to check because the tutorials make them fall asleep, they won’t check themselves. 'I see balls' skips the awkward and uses humour and engagement to make a serious point. That’s a game-changer," said Mike Craycraft, founder of the Testicular Cancer Society. 

In tandem, Federico Fanti, regional chief creative officer at FP7 McCann MENAT said, "Men already notice these shapes instinctively. What makes 'I see balls' powerful is that it builds on that behaviour. It’s a behavioral nudge disguised as humour, once you’ve seen the overlay, you start spotting reminders everywhere you go."

The Testicular Cancer Society isn't the only one to have put out cheeky campaigns in recent times. In March this year, Durex introduced a digital game called "The pull out game game" to highlight the potential risks associated with relying on the "pull out" method as a contraceptive strategy.

The game featured a retro-styled arcade experience and challenged players to prevent sperm from reaching an egg amidst various humorous distractions such as "judgmental grandmas" and "clueless dogs." Every loss is a reminder of why the pull-out method is a losing strategy in real life. 

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