A pair of attention-grabbing campaigns are aimed at making testicular health top of mind during April, Testicular Cancer Awareness Month.

Movember is urging men to check themselves through “Know Thy Nuts,” while Testicular Cancer Canada is encouraging men to regularly do the same with its “Grab Your Rocks” campaign, linking self-checking to wall climbing techniques.

Agency partner Sid Lee worked with Testicular Cancer Canada to build a rock-climbing wall, complete with potentially life-saving holds, with an experiential event at Joe Rockheads in Toronto from April 21 to 30, to scale the wall in real life. The campaign is the shop’s first time working with Testicular Cancer Canada.

“I think they understand you can be a little bit tongue in cheek and mercurial to get through to the target,” says Sid Lee creative director Matt Fraracci. “It was an organic, hand-in-hand process.”

Fraracci adds that the campaign has a large awareness component, and is aimed at people between 35 and 45 years old.

In addition to the social-led assets, the organization is partnering with influencers to reach a target that’s often reluctant and stubborn about discussing the issue, despite testicular cancer being the most frequently diagnosed cancer among young men.

According to a recent Movember study of 4,000 young men aged between 16 and 40 years old across Canada, Australia, the UK and the U.S.A., 75% of Canadian respondents do not know that testicular cancer is the most common cancer in young men aged 15-to-40.

Meanwhile, only 22% of Canadian young men in the study feel very confident they’d be able to check their nuts/testicles for irregularities. Shockingly, while 23% of Canadian young men would not visit a doctor unless their testicles were in extreme pain, a staggering 35% saying they wouldn’t be due to embarrassment.

Through Movember’s effort geared to raising awareness of testicular cancer, the organization wants to continue to encourage and empower men with the knowledge and resources they need to “Know Thy Nuts,” a simple animated campaign created in-house with a media buy courtesy of UM Canada.

To help people navigate a diagnosis, Movember has created a digital resource that was created by experts called Nuts and Bolts, which is specifically aimed at providing boys and men with the resources and tools to confidently handle their cancer journey.