Amateur Anti-Doping Test

Men often avoid health checks due to stigma and discomfort. Our insight: they revere elite sport rituals. So, we redesigned one of the most feared tests in sports, the anti-doping test, into a health screening men would be proud to take. The “Amateur Anti-Doping Test” mimicked real doping controls, from sterile containers to infographics, using credibility and aspiration as creative tools.

We swapped medical language for sports phrases and positioned self-checking as part of elite training. Strategically launched in locker rooms with endorsements from pro athletes and cancer survivors, it felt authentic and disruptive. This wasn’t a PSA, it was a product drop in a space men trusted. The campaign generated 650+ million earned impressions, 2.1 million organic video views, and overwhelmingly positive sentiment. It drove real impact: 2,100 tests were taken, 32 amateur teams signed up, and one case of early-stage cancer was detected, with 68% of participants reporting having never checked themselves before.