Balls for Balls

Many people associate cancer primarily with older age. But when it comes to testicular cancer, the reality is different. The group most affected is young men between the ages of 15 and 35. Ironically, it’s also the demographic that avoids preventative check-ups most often. This is where “Balls for Balls” comes in.
“Testicular cancer is highly treatable when detected early, yet many young men avoid check-ups because of embarrassment or the belief that it won’t affect them.” comments Dr. med. Niklas Kreutzer, Deputy Clinic Director and Senior Consultant, Klinikum Dortmund. “Initiatives like this help remove psychological barriers and turn prevention into something accessible and normal.”
Together with FAQ YOU - the youth-facing health brand by F/A/Q Health - and Borussia Dortmund, Saint Elmo’s developed a campaign that connects this sensitive topic with the reach, emotional impact, and cultural relevance of football – offering young men a clear incentive to get their testicles checked – footballs touched by their favourite team’s players.
A literal ‘ball exchange’
On matchday 22 of the Bundesliga, at Signal Iduna Park, fans attending BVB’s game against 1. FSV Mainz 05 were invited to undergo a free urological exam right at the stadium. Their reward: a real ball – an official PUMA football touched and autographed by BVB players. A literal ‘ball exchange’ that turned prevention into participation.
Visually, Saint Elmo’s translated the campaign into a striking black-and-yellow world, bringing together BVB’s colours and FAQ YOU’s unique typography. Combining the ‘b’ and ‘a’, the ‘Balls for Balls’ logo itself was designed to mimic the right action of a testicular self-exam. The storytelling relied on minimalistic animations and graphic elements derived from the Balls for Balls logo.
“We wanted to bring a topic no one talks about into a space where millions of men are listening. Football is the perfect lever for that,” adds Matthias Harbeck, CCO at Saint Elmo’s Group. “‘Balls for Balls’ works because the idea is simple, visually striking, and gets men to act.”
“Health communication needs courage, honesty, and strong allies,” adds
Daniel Nagel, CEO of F/A/Q Health. “With ‘Balls for Balls’, F/A/Q Health is proud to partner with Borussia Dortmund who have shown real commitment by lending their voices, faces, and time to encourage men to take their health seriously.”
Launch on World Cancer Day, 4th February
The campaign launched publicly on World Cancer Day (February 4) with a short film and a centralized digital hub ballsforballs.de, which houses medically reviewed information, and FAQs tailored for young men. Watching an animated self-exam video right till the end unlocks a team-autographed certificate for fans on the website. This ensures that those who cannot be present at the stadium can still take part and get an incentive for checking themselves. 1000+ personalised certificates have been generated and downloaded so far.
On social media, FAQ YOU (by F/A/Q Health) and Borussia Dortmund engaged fans in the lead-up and during the match, creators and influencers amplified the call to action with original content, behind-the-scenes footage, and teaser clips from the film.
Matchday: Stadium Check-Ups and National Attention
During BVB’s home game against Mainz, the activation featured four check-up stations staffed by 8 urologists. Three tents were placed inside the stadium while one was placed outside for those who did not have a match ticket. Fans could get examined on-site, then pick up their signed PUMA ball at the BVB store after the game – making it one of the most accessible cancer preventive screening activations of its kind.
Hundreds of fans had their testicles examined. Long queues formed in front of the tents. "At first, I wasn't sure how many men would actually come. Unfortunately, the topic is still too often associated with shame. I was surprised and delighted by how well the fans responded to the initiative," says Dr. Sebastian Homann, Senior Physician at the Urology Clinic of Dortmund Hospital.
A BVB jersey belonging to Maximilian Beier, featuring special flocking, was also part of the campaign. The ‘B’ in Beier’s name was replaced with a hand that looks like a lowercase ‘b’. This made it look like a hand touching the word ‘EIER’ (meaning testicles in German). This jersey was autographed by Maxi Beier and was turned into a giveaway on social media.
A giant, centre circle flag promoting the initiative was unfurled before kickoff for live television audience. The corner flags in the game also displayed the URL, ballsforballs.de. Balls for Balls took over LED Perimeter boards around the pitch and large screens in the stadium - making the message unmissable, even during gameplay. Urologist interviews on live TV further encouraged men watching at home to check themselves.
Marius Happe, Head of Marketing, Borussia Dortmund, comments: “Borussia Dortmund has always stood for responsibility beyond football. With ‘Balls for Balls’, we are proud to support an initiative that uses the power of our club to encourage young men to take their health seriously. We value this partnership with FAQ YOU (by F/A/Q Health), because it turns awareness into real action.”