A cool idea as cheeky in its inception as it is in its content.
For me, the dury’s still out on the quality of training this case study claims to have given. However, purely for the feat of engaging 175,000 guys with such an important issue in just one week, this has to be admired. Plus, the media buyers involved deserve a pat on the back.
Worth pondering ‘how’, ‘where’ and with ‘who’ they could do something similar for other tactile causes (testicular cancer, etc…).