'Beat Cancer Off' is a bold awareness campaign from F**k Cancer and VML Health that ignites a vital conversation around a striking scientific insight: men who ejaculate 21 or more times monthly may significantly reduce their prostate cancer risk. Across several large-scale, long-term studies, scientists have observed a relationship between men’s ejaculation frequency and lower prostate cancer risk – one of the most deadly diseases for men.
Beat Cancer Off
A surprising scientific insight empowers this campaign for men to reduce their prostate cancer risk
Klient
- F**k Cancer
Office
- New York
VML Health and research charity F**k Cancer find a unique opportunity to drive awareness and reframe prostate health in a relevant and cheeky way.
I strongly support this campaign because it takes robust scientific findings and turns them into a conversation men can actually have. I encourage men to enjoy the campaign and then talk with their physician about their personal risk and what steps, including lifestyle choices, might make sense for them.
Dr. Lorelei Mucci, ScD
Prof. of Epidemiology at the Harvard T.H. Chan School of Public Health
Prostate cancer remains a leading cause of cancer death in men, with Black men in the U.S. facing double the risk of White and Hispanic men. Though highly treatable when caught early, vital conversations around prostate health are often avoided, and PSA testing has significantly declined. Traditional awareness campaigns are frequently perceived as clinical and frightening. This campaign shatters these barriers and transforms a silent threat into empowering, proactive health conversations.
The transformative spark for 'Beat Cancer Off' ignited from a remarkable scientific discovery: the landmark Health Professionals Follow-up Study (HPFS) revealed that men ejaculating 21 or more times per month may reduce their prostate cancer risk by up to 22%. This evidence, further validated by a 2025 meta-analysis, became our north star. We partnered with leading prostate cancer specialist Dr. Lorelei Mucci, co-author of the HPFS research, and F**k Cancer helped us to translate these robust findings into a conversation men could truly engage with and moved conversations from science journals into culture.
'Beat Cancer Off,' is an innovative multi-platform experience designed to break through the noise. At its core is an animated music film, a vibrant anthem that transforms global euphemisms for male masturbation into a catchy, shareable call to action. Beyond the film, we extended the idea into everyday life with a first-of-its-kind smartphone app for tracking, social campaigns, and strategic brand partnerships. Influencers received limited-edition '21 Tissues Boxes,' numbered 1-21, driving engagement to the F**k Cancer site. A partnership with Pair of Thieves for a '21 Sock Pack' turned a simple item into a conversation starter and a channel for support.
The 'Beat Cancer Off' campaign has sparked a vital, long-overdue shift in how men approach prostate health. By transforming a scientific insight into an engaging, shareable narrative, we've moved beyond traditional, fear-based messaging. The campaign empowers men with accessible education, and a safe, humorous space for men to learn, talk openly, and proactively consult their physicians for appropriate screening.
Great health communication meets people where they are. Humour can be a powerful tool when it’s grounded in scientific evidence.
Claire Gillis
CEO, VML Health
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Média
Masturbate more to lower your risk of cancer, urges new health campaign
New York Post
Campaign Suggests Surprising Way To Reduce Prostate Cancer RiskMediaPost
How Many Times Men Should Masturbate Monthly to Lower Cancer Risk?Men's Journal
Behind the Cheeky Music Video Putting Prostate Health in Men’s HandsLBBOnline
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