’Beat Cancer Off’ is hard to ignore

VML Health has risen to the challenge of promoting the fact that ejaculating more than 21 times a month could reduce the risk of prostate cancer.

VML Health, in partnership with non-profit Fuck Cancer and sock brand Pair of Thieves, has launched ‘Beat Cancer Off’, a campaign rooted in a Harvard study showing that men who ejaculate 21 or more times per month may reduce their prostate cancer risk by up to 22 per cent.

Cue an irreverent animated music video with an original track by Jamute, production by São Paulo studio Dirty Work and as many euphemisms for masturbation that could possibly fit into 1.48 minutes.

Supporting assets include a tracking app, limited-edition ‘21 Tissues’ boxes for influencers, 21 unique posters and a special 21-sock pack from Pair of Thieves, with proceeds funding awareness efforts.

Our take

Despite only last week commenting that health ads are becoming more light-hearted, even I wasn’t expecting this level of absurdity.

The ad follows in the footsteps of the ‘I Touch Myself’ Project for the testicular cancer “Check Your Nuts” campaigns, but goes further by grounding the humour in hard science rather than shock value alone.

VML Health’s work for Fuck Cancer has always been bold, but here it feels joyful rather than confrontational.

Compared with more earnest prostate awareness efforts from the NHS or Movember, ‘Beat Cancer Off’ meets men in the realm of banter, much like Beavertown’s effort of just two weeks ago. 

Looking to make an ad targeting male audiences in 2026? Consider a more light-hearted approach before you crack one out.

Image credits: Beat Cancer Off' campaign