Latest news with #AmateurAnti-DopingTest
Mid East Info
09-04-2025
- Health
- Mid East Info
Testicular Cancer Society Teams Up With Aster Hospitals & Clinics To Launch Game-Changing Amateur Anti-Doping Test, Bringing Early Detection to the Field
The Testicular Cancer Society in partnership with Aster Hospitals & Clinics, and in collaboration with creative agency – FP7McCann, have launched a one-of-a-kind initiative with positive disruption on fields for amateur sportsmen. Introducing the Amateur Anti-Doping Test Kit, a tool designed to repurpose routine anti-doping screenings for early testicular cancer detection, promoting awareness and encouraging self-examinations. Launched across regional and global markets, including the UAE, US, and UK, the creative approach stems from a compelling insight: some pro athletes who tested positive during routine doping screenings were later diagnosed with testicular cancer. This connection underscored a missed opportunity, turning anti-doping tests into an entry point for proactive health checks. But pros are only 1% of athletes. What about the other 99%? The amateur athletes. Testicular cancer remains the most common cancer among men aged 15 to 44 in 62 countries worldwide (National Library of Medicine), yet awareness remains low. Studies indicate that 46% of men do not perform self-examinations (Cancer Treatment Centers of America), despite the fact that 99% of cases are treatable when caught early. The Amateur Anti-Doping Test aims to change this by meeting men where they already are, on the field, in the gym, and at their weekend games. The campaign also emphasizes what experts have long identified as the first and most crucial line of defense: self-examination. Early detection begins with knowing how to check for warning signs, yet 73% of men reported not performing testicular self-examinations (TSE) due to lack of knowledge (APJCC). A Simple, Accessible Solution The Amateur Doping Test Kit comes in, as an additional layer of awareness and detection, providing amateur athletes with an accessible, straightforward guide to both self-check and advanced testing. The kit includes: A step-by-step manual on how to perform a testicular self-exam Certified blood test tube for sample collection that can be availed at Aster Hospitals & Clinics and can help in detecting in testicular cancer markers How Does it Work? Registration: Amateur sports group representatives sign up on to have their athletes participate in the Amateur Anti-Doping program. The kits are funded voluntarily by the amateur athletes themselves through their league registration fees. Distribution: Upon approval, amateur sports group representatives receive the kits and distribute them to the athletes who have volunteered to participate in the program. Sample Collection: Participating athletes can take the sample kit to any Aster Hospitals & Clinics location and provide their blood sample for analysis. While Awaiting Results: Amateur athletes should use this time to review and master the testicular self-exam guide included with their kit. Follow-Up Care: If blood test results are positive for testicular cancer markers, or if anything unusual is noticed during self-examinations, athletes are encouraged to immediately consult with a qualified healthcare professional for proper medical evaluation and guidance. Ongoing Prevention: Stay Proactive – making monthly testicular self-exams a regular habit can detect problems early and potentially save lives, regardless of blood test results. Mike Craycraft, Founder of the Testicular Cancer Society and Survivor: 'For too long, conversations around men's health have been sidelined by stigma, shame, and neglect. The Amateur Anti-Doping Test changes that by embedding a lifesaving habit into routines athletes already know and trust. This isn't about adding another to-do to their list—it's about making early detection second nature, just like lacing up before a game.' Dr. Aby Madan Consultant Urologist at Aster Hospital, Mankhool, said: 'Testicular cancer often goes undetected not because it's rare, but because it's rarely talked about. It affects young, otherwise healthy men—many of whom delay checks simply due to lack of awareness or discomfort around the topic. At Aster, we believe that healthcare must meet people where they are, which is why this partnership with the Testicular Cancer Society and FP7 McCann is so meaningful. The Amateur Anti-Doping Test is not just a kit—it's a nudge, a conversation starter, and a critical step toward normalizing self-checks and early detection. By making preventative care part of the game, we're helping amateur athletes take their health into their own hands.' Join the Movement To learn more about the Amateur Anti-Doping Test Kit, visit For a comprehensive blood analysis for testicular cancer, please visit your nearest Aster Hospitals & Clinics with this kit. Please consult a qualified healthcare professional before making any medical decisions. Download my Aster – QR code attached For Digital/Social Activation: 'Spread the word. Share your story. Let's normalise self-examinations and change the game for men's health. #AmateurAntiDopingTest @TCSociety
Campaign ME
09-04-2025
- Health
- Campaign ME
Doping tests ‘accidentally' save lives: Aster, TCS turn checks into cancer screenings
Aster Hospitals and Clinics in partnership with the Testicular Cancer Society and FP7 McCann has launched a campaign aimed at rewriting the playbook on men's health with the Amateur Anti-Doping Test, an initiative that transforms routine checks — previously only accessible to professional athletes — into life-saving cancer screenings. The campaign was brought to life in partnership with creative agencies FP7 McCann Dubai and McCann WordGroup, in collaboration with McCann Health Dubai, Craft and Markettiers. It is running across Instagram, Facebook, YouTube, X, and other social platforms — but more importantly, it's being carried by culture. The Amateur Anti-Doping Test kits themselves have become media, received through direct mail and sparking conversations in places that have historically avoided them. In an exclusive conversation with Campaign Middle East, Federico Fanti, Regional Chief Creative Officer at FP7 McCann, said, 'Thanks to our partnership with Aster Hospitals & Clinics, the campaign also lives physically within their clinics across the UAE — bringing the message into real-world spaces where real action can happen. This is not just media distribution. It's presence, relevance, and reach, embedded directly into amateur athletes' everyday lives.' The campaign is part of Aster's ongoing objective to shift the conversation from illness-driven care to preventative care. Encouraging early detection is a core component that can go a long way in empowering amateur athletes and men in general to take proactive measures. 'Testicular cancer is one of the most common cancers detected in men and also curable if detected early, however more awareness is needed for people to be self-aware and take appropriate measures as needed,' Fanti explained. The Amateur Anti-Doping Test kit The kit includes: A step-by-step manual on how to perform a testicular self-examination A certified blood test tube that may help in detecting in cancer markers The kit acts as a dual-purpose tool that potentially detects testicular cancer and is designed to complement self-examination. The process is simple: Registration: Amateur sports group representatives sign up on to have their athletes participate in the Amateur Anti-Doping programme. The kits are funded voluntarily by the amateur athletes themselves through their league registration fees. Distribution: Upon approval, amateur sports group representatives receive the kits and distribute them to the athletes who have volunteered to participate in the program. Sample collection: Participating athletes can take the sample kit to any Aster Hospitals & Clinics location, and provide their blood sample for analysis. While awaiting results: Amateur athletes should use this time to review and master the testicular self-exam guide included with their kit. Follow-up care: If blood test results are positive for testicular cancer markers, or if anything unusual is noticed during self-examinations, athletes are encouraged to immediately consult with a qualified healthcare professional for proper medical evaluation and guidance. Ongoing prevention: Stay proactive – making monthly testicular self-exams a regular habit can detect problems early and potentially save lives, regardless of blood test results. The Amateur Anti-Doping Test Kit is not a replacement for regular self-examinations, but acts as an additional layer of awareness and detection. Ideation and rollout of the Amateur Anti-Doping Test Kit campaign FP7 McCann originated the idea and built the campaign from scratch. The creative agency developed the insight, the content and the physical test kit itself — except for the blood test tubes inside, which are provided courtesy of Aster Hospitals and Clinics — end to end, with next to no budget. Fanti said, 'This work is the result of a strong creative partnership with the Testicular Cancer Society, whose amazing founder, Mike Craycraft, survived testicular cancer himself. After the success of last year's Highlight Your Balls sports-related campaign, we wanted to go even deeper. We knew we had to embed the message to check even more seamlessly into men's lives. The result is the Amateur Anti-Doping Test — a behaviour-first idea that makes cancer checks feel like an aspirational part of the game, not a medical intrusion.' He added, 'We're incredibly proud to partner with Aster Hospitals & Clinics, whose medical support, belief in the idea, and commitment to accessible care made this project not only possible, but incredibly powerful. This is creativity with a purpose — and a platform.' Measuring the success of the campaign Creative agency FP7 McCann is tracking engagement, participation, and behaviour. It is measuring how many athletes register, how many visit clinics, and — crucially — how many begin incorporating self-exams into their routines. In a statement shared with Campaign Middle East, the Aster Hospitals and Clinics team stated that what they aimed to achieve was a cultural shift: when men start talking about their health the same way they talk about sport. They added that the ultimate success of the campaign was meant to be human, not just numerical. If even one amateur athlete detects testicular cancer early because of this kit — or even by hearing about it — then the campaign has achieved its most important goal, the Aster team indicated in its statement, concluding, 'that's the kind of impact you can't measure in impressions, but it's the one that truly matters: saving lives.' CREDITS: Client: Testicular Cancer Society Founder Mike Craycraft Testicular Cancer Society Client: Aster Hospitals and Clinics Dr. Sherbaz Bichu CEO, Aster Hospitals & Clinics, UAE, Oman & Bahrain Rahul Kadavakolu Group Chief Marketing Officer Deepesh KV Head of Marketing, Aster Hospitals & Clinics Kanwaljeet Thakur Deputy Manager, Marketing, Aster Hospital Lavanya Mandal Head of PR and Internal Communications Udhayan S Nair Manager, PR Dr. Ramanathan V Group Medical Director Aster Hospitals and Clinics UAE Dr. Aby Madan Consultant Urologist, Aster Hospital Mankhool Dr. Shaji Hydrose Associate Medical Director, Aster & Access Clinics, UAE Dr. Sam Thampan Specialist Urologist, Aster Hospital Qusais Creative Agency: FP7McCann Dubai Regional Chief Creative Officer Federico Fanti Executive Creative Director Nayaab Rais Senior Creative Director & Head of Art Paulo Engler Creative Director Jonathan Cruz Creative Director Ivan Bormaister Associate Creative Director Art Bruno Montouro Associate Creative Director Copy Liam Galt Associate Creative Director Copy Rob Hall Senior Copywriter Diego Fernandez-Cid Senior Art Director Roy Sebastian PR Manager Roksar Kamal Creative Excellence: Global CCO Javier Campopiano McCann Worldgroup Global ECD & CCO Europe, Adrian Botan McCann Worldgroup Global Product Excellence Director Carmen Bistrian McCann Worldgroup Creative Excellence Senior Manager Lara De Souza MCN Production: Motion Designer Kaue Akimoto FP7 McCann Dubai Video Editor Murilo DePaula FP7 McCann Dubai Motion Designer Aashim Kadayikkal FP7 McCann Dubai Videographer Marcos Cardoso Craft Retoucher Amit Borawake FP7 McCann Dubai PR Chief Communications Officer – Lizzie Dewhurst – MCN Client Director – Charlotte Joseph – Markettiers Client Service Managing Director Tarek Ali Ahmad FP7 McCann Dubai Senior Account Manager Ingrid Bechara FP7 McCann Dubai Regional Managing Director Karen Kamel McCannHealth Dubai General Manager Nael Basily McCannHealth Dubai Company Credits Entrant FP7 McCann Dubai PR Marketiers
