Freetestyler

VML Perú and Por Un Perú Sin Cáncer turned the most iconic gesture in rap into a powerful act of prevention through Freetestyler.

During the final of one of the country’s biggest international freestyle battles, rappers did more than hype the crowd — they raised awareness about testicular cancer. Wearing a streetwear collection designed by Perro Loco, with the message “Touch your balls daily” embroidered right at the crotch, they turned rap’s most famous move into a call for self-examination.

An initiative that leveraged culture to bring prevention directly to the youth.

Even though testicular cancer mainly affects young men, most don’t feel vulnerable. That’s why they ignore prevention campaigns. So we spoke their language and met them where they are — in their culture. That’s how we raised awareness and helped save lives.

Gianina Orellana

Director of Por Un Perú Sin Cáncer

Testicular cancer is the most common among men aged 15 to 35. Yet, according to the Asian Pacific Journal of Cancer Prevention, 87% of them are unaware of it. Talking to them with traditional medical messaging doesn't work — they feel invincible. The real challenge wasn’t just informing them, but making them listen and act. How do you talk about prevention without sounding like another health campaign? We had to break through the indifference and dive into their culture, language, and way of expression.

We created Freetestyler, a campaign that brought testicular cancer prevention to the stage of freestyle. Together with Perro Loco, Peru’s most influential streetwear designer, we launched a pants collection featuring the phrase “Touch your balls daily” embroidered on the crotch — a way of resignifying the most iconic rap gesture. Top Peruvian freestylers wore the collection during the BDM International Finals, the country’s most crucial rap event. That gesture — seen by thousands — became a powerful, public invitation for self-examination.

Thousands witnessed the campaign live. Thousands more shared it online. Every story, photo, and reel became a piece of viral prevention. In total, we reached over 20 million people, saw a 24% increase in web traffic, 32 medical appointments booked in the first week, and most importantly, three young men were diagnosed in time.

We proved that when prevention speaks the language of youth, it gets heard, shared, and saves lives.

Testicular cancer is the most common among men aged 15 to 35. However, according to a study published in the Asian Pacific Journal of Cancer Prevention, 87% of young men are unaware of it.