- Official Training Partner of Liverpool FC releases a tutorial video about testicular cancer self-examination
- Campaign focuses on early cancer detection and self-examination
AXA, the Official Training Partner of Liverpool FC, together with its agency Publicis Sport, have released the second episode of their ‘In Safe Hands’ campaign, aired on AXA and Liverpool FC social media platforms.
The first instalment focused on breast cancer and was released in October, which is known globally as breast cancer awareness month. Starring Liverpool FC goalkeepers, Alisson Becker and Rylee Foster, the content also featured some specially designed footballs for the purpose of this content to demonstrate how three simple self-examination gestures can help save people’s lives.
The second episode aims to help raise awareness of early cancer detection and features Liverpool FC goalkeeper Alisson Becker outlining a set of self-examination tutorials to help people discover testicular cancer at its very earliest stage.
The content as a strong narrative highlighted by a powerful Liverpool FC fan story. Ian, a Liverpool FC fan and testicular cancer survivor, shares his inspirational story, reminding everyone how important it is to perform testicular self-examination. Research shows that if cancer is detected early enough, the survival rate rises to 99% within the first five years of recovery.
Charly Krebs, Global Head of Sponsorship at AXA, said: “As a key health insurance actor we know how important self-examination and prevention are. There was a natural connection to team-up our medical experts with Liverpool FC and teach lifesaving techniques that can help detect cancer early.
“Using the power of Liverpool Football Club and their global reach, we hope that our self-examination tutorials can help to make a meaningful difference to men and women’s lives across the world.”
Alexandre Chabot, creative director at Publicis Sport, said: “With In Safe Hands, we want to remind people that for self-examination you only need a pair of hands and a basic understanding of where and how to examine your testicles.
“That is why we teamed up with our AXA medical expert and one of the safest sets of hands at Liverpool FC, Alisson Becker, to deliver our message.”
-ENDS-
To watch AXA’s In Safe Hands tutorial with Alisson Becker and Liverpool FC fan Ian, please click here.
And if you missed the first episode, you can watch the Pink October video here.
Press contact
Christelle Malochet – Tel +33 (0)6.64.70.24.20 – christelle.malochet@publicismedia.com
