Testicular cancer is 97% curable if caught early, but most men don’t check themselves even when they’re in convenient situations to do so. Australian testicular cancer awareness NGO, Blue Ball Foundation, partnered with adult film studio Digital playground, to attempt to remove any friction associated with men checking themselves for cancer. They created an x-rated ad with actress Eva Lovia in the middle of an adult movie, and she proceeded to show the viewer how to check themselves while their pants are down.

The film had over 1.5 million views and worldwide media picked up the campaign. The foundation was overwhelmed with male viewer responses saying they had checked themselves or booked into a doctor as a result of the ad.