April 2025 I Dubai, UAE — What if routine doping tests could do more than uphold the integrity of sports? What if they could save lives?
In a game-changing move, FP7McCann, in collaboration with the Testicular Cancer Society is rewriting the playbook on men’s health with the Amateur Anti-Doping Test, a first-of-its-kind initiative that transforms routine checks—previously only accessible to professional athletes—into life-saving cancer screenings. Launched across regional and global markets, including the UAE, US, and UK, the creative approach stems from a compelling insight: some athletes who tested positive during routine doping screenings were later diagnosed with testicular cancer.
A Trojan Horse for Men’s Health
The other 99% of athletes (amateurs) lack access to such safeguards. This disparity leaves millions at risk of undetected testicular cancer, the most common cancer among young men, despite having a survival rate of over 95% if detected early.
The Amateur Anti-Doping Test Kit bridges this gap by democratising elite-level care and giving everyday male athletes the chance to feel like a pro. But this initiative isn’t just for one sport – it’s for all – even sports that don’t typically conduct anti-doping tests. Whether you’re a footballer, cyclist, jiu-jitsu fighter, baseball player, or even a chess enthusiast, the Amateur Anti-Doping Test integrates seamlessly into different sporting disciplines, providing access to critical health awareness and early detection tools.
While self-examinations remain the first line of defense against testicular cancer, self-checks can often be overlooked or improperly done. The Amateur Anti-Doping Test Kit is not a replacement for regular self-examinations, but an additional layer of awareness and detection. The kit cleverly serves a dual purpose by integrating self-check instructions that seamlessly blend self-examinations into familiar sports rituals. This approach makes these important health checks as routine as post-match banter, creating an additional layer of awareness and detection.
Rather than asking men to talk about their health, the Amateur Anti-Doping Test Kit makes screening second nature, using the language of sports to introduce a lifesaving habit. It’s an innovation rooted in behavioural science: repackaging health awareness in a way that feels natural, effortless, and even competitive.
The campaign also honours participating teams with posters featuring registered amateur groups in locker rooms, gyms and training grounds, turning screenings into a badge of honour.
The kit includes:
- A step-by-step manual on how to perform a testicular self-exam
- Laboratory kit for sample collection
- Easy-to-follow instructions for effective use
- Educational content on early detection and testicular health
The kit acts as a dual-purpose tool that potentially detects testicular cancer and is designed to complement self-examination. The process is simple:
- Sample Preparation – Adhere to the outlined procedure, then request a pickup through our designated lab team.
- Self-Check – Follow the guide to perform a testicular self-exam at home while waiting for lab results and become familiar with what’s normal.
- If anything feels unusual—or simply for peace of mind—bring the kit to a professional for a medical consultation.
- Get Screened – A specialist may conduct further examinations to rule out concerns or ensure early detection.
- Stay Proactive – Regardless of findings, making self-exams a routine practice can be lifesaving.
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.”
Federico Fanti, Chief Creative Officer at FP7McCann Dubai: “We wanted to find a cheeky, fun, yet educative way to inspire men in the language they best understand sports. With the Amateur Anti-Doping Test Kit, we’re flipping the script on how health awareness is delivered to men. We’re not asking them to step outside their comfort zone; we’re bringing the solution straight into their world, using sports as a Trojan horse for real change. That’s the power of creativity with purpose.”
Join the Movement
To learn more about the Amateur Anti-Doping Test Kit, visit https://www.amateurantidopingtest.com/ . Feel like a pro. Check like a pro.
For Digital/Social Activation: “Spread the word. Share your story. Let’s normalise self-examinations and change the game for men’s health. #AmateurAntiDoping #FeelLikeAPro #CheckLikeAPro @TesticularCancerSociety.
