026: MIK Museletter
We’re back with another edition of The MIK Museletter, a must-read for industry insights and creative inspiration.
Top Of Mind: Test-Icles - Alba Foundation
It’s no secret that men are notoriously slack when it comes to taking care of their health. Imagined expectations of “masculinity” coupled with a general “she’ll be right” attitude can make for a deadly combination - especially when it comes to cancer.
So Ogilvy Mexico and Ogilvy Health New York teamed up with the Alba Foundation to create “Test-Icles,” a campaign designed to promote at-home pregnancy tests as a discrete and readily available method for early detection of testicular cancer.
Pregnancy tests you say? Well… yes! Pregnancy tests are designed to detect a hormone called hCG and while this hormone usually indicates a pregnancy, it can also be an early way to spot certain testicular cancers in their early stages.
“This common test has the potential to be a lifesaver for many men,” says Dr. Miguel Angel Alvarez Avitia.
The campaign went one step further, sending pregnancy tests to some of the top influencers in Mexico to help spread the word, resulting in a total of 17.5 million campaign impressions.
“We wanted to find a way to motivate men to overcome these barriers,” explains Rafael Reina, Chief Creative Officer at Ogilvy Mexico & Miami. Now whilst a positive or negative result isn’t 100% conclusive, it does send a clear message: taking charge of your health through early detection can be lifesaving.
What’s Got Us Talking: ASPECT
Check out our new electronic streaming platform ASPECT as featured on Mixmag AU! You can follow, like and subscribe on Instagram at aspect.fm or youtube.com/@aspectworldwide.
“The departure of much beloved and cult-appreciated digital radio station Nomad Radio in late 2023 left a noticeable gap in Eora/Sydney’s dance music broadcast landscape. When compared with the likes of Naarm/Melbourne’s Skylab Radio, Eora’s offerings are few and far between, albeit propped up by the never-ceasing commitment of frequencies like FBi Radio, 2SER, Radio Skid Row and more.
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This week, that landscape welcomes in a much-anticipated voice, in the form of ASPECT.”
Read more on Mixmag here.
Spotlight On MIK
This week we sat down with one of MIK’s Copywriters, Alec Mallia.
What are the keys to writing engaging copy?
Genuinely understanding the eyes and ears that your work is meant for is one.
Patience is second, and just because something is technically “done” doesn’t mean a better idea isn't marinating in the back of your mind — this is what coffee breaks, mindless yarns and other vices are useful for.
What’s your proudest moment at MIK?
Classified. But also I’ve been lucky enough to see a couple of larger ideas be brought to life with brands that I’ve known my whole life — and being able to work every day across heaps of different mediums with a team as lovely as they are talented.
What’s got you excited about 2024?
Right now there are loads of fantastic new projects at MIK that are about to drop, it’s been a privilege getting my grubby mitts on some and I can’t wait to see them in the world.
MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.
Get to know us a little better and contact us at briefs@mik.studio