FP7McCann Dubai and Testicular Cancer Society launch new initiative for early cancer detection

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 Dubai, 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.

The Amateur Anti-Doping Test taps into a startling truth: while 1% of athletes (professionals) benefit from routine anti-doping tests (including routine tests that have unintentionally detected testicular cancer in professional athletes’ samples such as pro road racing cyclist Torstein Træen and Olympic decathlete Thomas Van der Plaetsen, both of whom are lending their voices to this campaign).

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

How It Works
The kit acts as a dual-purpose tool that potentially detects testicular cancer and is designed to complement self-examination.

The process is simple:
1. Registration: Amateur sports group representatives sign up on amateurantidopingtest.com to have their athletes participate in the Amateur Anti-Doping program. The kits are funded voluntarily by the amateur athletes themselves through their league registration fees.
2. Distribution: Upon approval, amateur sports group representatives receive the kits and distribute them to the athletes who have volunteered to participate in the program.
3. Sample Collection: Participating athletes provide the test, seal the sample securely back in the kit.
4. While Awaiting Results: Amateur athletes should use this time to review and master the testicular self-exam guide included with their kit.
5. Follow-Up Care: If anything, unusual is noticed during self-examinations, athletes are encouraged to immediately consult with a qualified healthcare professional for proper medical evaluation and guidance.
6. Ongoing Prevention: Stay Proactive – making monthly testicular self-exams a regular habit can detect problems early and potentially save lives.

Mike Craycraft, Founder of the Testicular Cancer Society and Survivor, said: “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, Regional Chief Creative Officer at FP7McCann Dubai, said: “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, click here. 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.