Testicular Cancer Canada
For Testicular Cancer Awareness Month (April 2024), we launched “Grab Your Rocks” — the world’s first rock climbing wall that taught men how to check for signs of testicular cancer.
We custom-designed handholds to replicate five different symptoms and transformed an entire climbing gym into an educational experience, turning every climb into a life-saving lesson.
The campaign became the most successful in Testicular Cancer Canada’s history — earning 350M+ impressions, driving a 320% increase in donations, and bringing thousands of climbers to the gym to quite literally grab their rocks.
As the social media lead for the campaign, I partnered with our clients and collaborators to produce and execute all digital and social content. I managed third-party vendors to drive awareness and event sign-ups, while leading the concepting, creation, and publishing of content across all channels.
