An animated prostate croons a swinging original
tune that lists (and humorously shows) euphemisms for male masturbation — such as “spank the monkey,” “choke the chicken,” “squeeze the juice: and “one man band
practice,” –in VML Health’s pro bono “Beat Cancer Off” video for the Fuck Cancer nonprofit. 

The song closes with the line: “Men who ejaculate 21 or more times month may enjoy a significantly reduced risk of prostate cancer.”

The science backing that up comes largely
from a Harvard-based study that found the risk of prostate cancer can be reduced up to 22% by masturbating 21 times monthly. That study followed 31,925 men for 18 years.

“Humor can be a
powerful tool when it’s grounded in scientific evidence.”  Claire Gillis, CEO, VML Health, said in a statement. “Every euphemism in the song, every
frame of the film, and every page of the microsite, is designed to do one thing: make prostate health something men can’t ignore and make it easier for them to
speak up and seek help.’

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“The data around ejaculation frequency and prostate cancer risk is compelling. It’s rare that science and behavior align this
clearly, so yes, we’re encouraging men to take their health into their own hands,” added Yael Cohen, co-counder of Fuck Cancer.

In addition to the video, which is running
on YouTube and a dedicated microsite (BeatCancerOff.com), the “Beat Cancer Off” campaign includes:

— Brand partnerships, like one with sock manufacturer Pair of Thieves, which
created a “21 Sock Pack, “with proceeds supporting Fuck Cancer

— An Apple smart watch app that counts the number of a user’s masturbations by measuring movements and
“sends you discreet reminders to meet your wellness goal.”

— Influencers, who were sent a limited-edition 21 Tissues Box, with tissues numbered 1–21 and a QR code linking to
Fuck Cancer’s site

— Digital ads, using demand-side platform Zeta Global for direct buying, and multi-DSP collaborator MiQ.

The campaign, targeted to men 40 and over, will run
all year and marks VML’s first work with the 17- year-old Fuck Cancer group.