Freestyler

Testicular cancer is the most common cancer among young men aged 15 to 35, yet 87% are unaware they are most at risk. To break through the indifference, VML PERÚ and Por Un Perú Sin Cáncer launched “Freestyler” during the BDM freestyle rap finals in Peru-speaking directly to young men through their culture.

They turned the iconic rap gesture of grabbing the crotch into a powerful message: “Check your balls daily.” With Perro Loco, a renowned streetwear designer, they created pants featuring this message, encouraging regular self-exams. Top freestyle rappers wore the pants on stage, turning their verses into a call for action and awareness.

The campaign not only sparked vital conversations but also empowered young people to take control of their health.

Learn more: www.porunperusincancer.com

Agency: VML

Special Kudos:

Senior Producer: Maria Fernanda Mendoza

Production Assistants: Eros Martinez

Camera: Maria Jose Henao

Camera Operator: Carlos Zúñiga

Production Supervisor: Dianne Rivera

Offline Editor: Daniel Ayllon

Post Production Supervisor: Maria Fernanda Mendoza

Music & Sound Design: Humanimal

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