Movember’s ‘Know Thy Nuts’ Campaign

Author(s): Scott Douglas Jacobsen

Publication (Outlet/Website): The Good Men Project

Publication Date (yyyy/mm/dd): 2025/04/21

Rebecca Dabbs, Movember’s U.S. Cancer Implementation Director, discusses the “Know Thy Nuts” campaign, which uses humour and relatability to raise awareness about testicular cancer, mental health, and men’s health equity. With tools like the Nuts & Bolts website and campus outreach, the initiative encourages men to recognize what’s normal and seek help early. Dabbs emphasizes storytelling, digital engagement, and community support. Alongside colleague Blake, she underscores the campaign’s goal to eliminate stigma and promote proactive health. Movember’s lighthearted tone supports serious aims: saving lives and empowering men to take charge of physical and mental well-being.

Scott Douglas Jacobsen: Today, we are here with Rebecca Dabbs, Movember’s Cancer Implementation Director for the U.S. and passionate advocate for mental health. She is a key part of their team of issue experts and here to chat with me today about their  widely recognized “Know Thy Nuts” initiative for Testicular Cancer Awareness Month. Her work raises awareness, breaks stigma, and encourages early detection through clear, engaging messaging. With a background in health communication, Rebecca supports Movember’s mission to improve outcomes in testicular cancer, prostate cancer, mental health, and suicide prevention—all critically important issues. Her storytelling helps drive public engagement, funding, and education, encouraging individuals to take charge of their health and helping to create healthier communities worldwide. Thank you for joining me today—I appreciate it.

Rebecca Dabbs: Oh, I’m happy to be here.

Jacobsen: What inspired the cheeky but impactful name of Know Thy Nuts?

Dabbs: Yes, that’s a great question. Movember is a cheeky and passionate organization that has been around since 2003 and funded over 1,300 projects worldwide. We’re constantly trying to challenge outdated approaches and shake things up.

For testicular cancer and Know Thy Nuts, we wanted to encourage men to check themselves regularly in a fun, approachable way—something that feels empowering regarding our health.

Jacobsen: Was the original messaging anywhere close to this?

Dabbs: Yes. Are you asking about general health messaging around testicular cancer?

Jacobsen: I am referring to more traditional public service announcements, like PBS-style messaging.

Dabbs: So, in this space, cancer is a serious disease—and we fully acknowledge that. But I do not think we should approach it with fear tactics.

We need to be relatable. We can—and should—be playful in how we word things to engage folks. As I mentioned, it’s about empowering people to know their bodies and what’s normal. That’s at the heart of the message. If we have to say “Know Thy Nuts” to get that message across, we will do it.

Jacobsen: It works. What are some other ways you balance humour with serious health messaging?

Dabbs: All of our work leans a little more cheeky and playful. That’s the benefit of being a global organization—not just rooted in the United States. We’re active in five main markets, the U.S. being one of them.

Rather than approaching things from a purely academic or research-focused perspective, we aim to be more lighthearted and engaging when we work on our three main pillars—mental health, prostate cancer, and testicular cancer. That helps us truly connect with the communities we’re working with.

Jacobsen: How do you explain the significance of the 2024 survey findings regarding young men’s health behaviour?

Dabbs: Honestly, I am not entirely sure. There is not one clear explanation for why people are responding this way. But one thing is certain: the survey found that 74% of young men in the United States—the demographic most impacted by testicular cancer—do not even know that they are at risk.

21% of young men either don’t feel confident checking their testicles or don’t know how. 14% of young men said they never check at all. We want to change that. We want to ensure the message is loud and clear: check yourself regularly. If something feels different, contact a clinician or healthcare provider and get it checked. 

Jacobsen: Have you contacted people like Kevin Hart or Will Ferrell? They could do a funny little sketch—one walks into the doctor’s office, the other plays the doctor, and they go, “Cough,” in a humorous rendition of a checkup. That would be hilarious. 

Dabbs: We have not done that only because we do not have access. Would you be willing to put us in contact with some of those folks? We would love that! 

Jacobsen: If I had that access, I would make it happen. Know Thy Nuts is bold, attention-grabbing, and meant to encourage men. But what exactly is the core message?

Dabbs: Yes, Know Thy Nuts is relatable across the board. We are trying not necessarily to promote clinical self-exams in a medical sense but rather to encourage men to become familiar with their “normal.” So, the next time they shower or change clothes, they take a moment to check in on themselves—feel what is normal. If something changes, they will notice and can get it checked.

Jacobsen: What is the role of digital engagement in educating men about testicular cancer?

Dabbs: Great question. Know Thy Nuts is a cheeky, memorable way of getting men to pay attention to their health, but it is just one part of the equation. We also built a website to support the campaign. We created a Nuts & Bolts site—a comprehensive online hub filled with easy-to-understand, relatable information. It is designed for men who are going through testicular cancer, supporting someone who is, or just trying to understand how to check themselves. Some infographics include images of testicles, with visual guidance on when and how to check—like in a warm shower, with steam in the background. It walks through, checking one side, then the other. It covers everything from diagnosis to treatment, life after cancer, and preventive care.

Jacobsen: How much have men improved their willingness to get regular health checkups—testicular and otherwise?

Dabbs: That is still to be determined, honestly. But the more we talk about it and raise awareness, the better we prepare the community to step into a space of self-advocacy. It ensures men know their physical and mental health and feel empowered to seek help when something is off. That is what this campaign is all about.

Jacobsen: You mentioned operating in multiple regions. While you aim for universal messaging, how do you adapt your approach in culturally sensitive areas?

Dabbs: We use generically relatable phrasing and imagery but tweak the messaging depending on the region. With digital engagement, we pay close attention to cultural nuances. In some markets, humour must be more subtle or reframed to be engaging but not inappropriate. It comes down to knowing the subcultures within each audience and building trust with them. That is how we ensure the message lands effectively. That is important to your work—inclusivity and ensuring health equity are at the forefront. 

Jacobsen: What does that mean in practice?

Dabbs: Yes. That is central to everything we do. Health equity means representation—in language, imagery, and accessibility. That is why our language is intentionally not academic. It is written in a way that people can understand. The infographics help support that message because we do not want to assume everyone can read or interpret all available support resources. We back up the written information with visuals—pictures and images that reflect our working demographics. It is about making sure everyone feels seen and supported.

Jacobsen: What innovations in testicular cancer research has Movember funded that you are especially excited about—projects that show the most promise?

Dabbs: We have done quite a lot since we began funding testicular cancer projects. Since 2008, we have invested over $11 million globally. That includes funding for research, supporting educational campaigns like Know Thy Nuts, and helping men navigate life after diagnosis. In 2024 alone, we received significant donations tied specifically to testicular cancer, which tells us this issue is deeply important to the community we work with. They are tied closely to research, education, and public awareness.

Jacobsen: Do you have metrics—clicks, views, downloads of guidelines, engagement with Instagram posts or informational web pages—that indicate how far the message is reaching?

Dabbs: Yes. That is a great question. I am unsure how much of that data is internal, but I can share a general overview. We are heavily involved in five core markets: the United States, Australia, New Zealand, Canada, and the United Kingdom. We have also done work in Ireland, France, and Spain. As for specific click-through numbers or site traffic data, I do not have that at hand. However, we know that our Nuts & Bolts website is one of our most trusted tools, especially during Testicular Cancer Awareness Month. Based on user feedback, 84% of people who visit Know Thy Nuts leave feeling confident that they can check themselves and stay on top of what is normal for them—physically and mentally.

Jacobsen: So, mental health alongside physical health?

Dabbs: Yes. It is hard to disentangle those two, especially in the context of something like cancer. They are deeply related—self-perceived stigma, reluctance to seek help, and the internal struggle with vulnerability—all of which impact both physical and mental health.

Jacobsen: What do we know about the mental health side specifically, especially around help-seeking behaviour?

Dabbs: I cannot say definitively why, but we do know there is still a stigma among men when it comes to reaching out—whether it is about their body or their mental health. We have all heard the cultural message that guys should tough it out. But we know that does not work—at all—regarding physical or mental health. Movember is here to challenge that narrative. We are creating space for men to take charge of their well-being holistically. Mental health is one of our three main focus areas. Whether you are feeling something emotionally or noticing something physically, knowing what your normal is—and speaking up early—can make a huge difference.

Jacobsen: What about in-person community engagement? What kind of events do you have around Know Thy Nuts or Nuts & Bolts? Pamphlets, business cards, informational fact sheets—all of that?

Dabbs: We have some fun, cheeky swag that aligns with who we are as an organization. Our main community engagement in testicular cancer is online through the Nuts & Bolts website. That is where people can interact with general information and resources. Whether they are going through it themselves, are just curious, or are supporting someone who is.

We also have a large college campus program. We have staff that work with college athletes, fraternity programs, and several Movember campus teams. This month, testicular cancer awareness is big. Our key audience here is young men, so many teams are doing tabling and activations on campus. One student dressed as a testicle! The tabling setup is a great visual for informing our core audience during Awareness Month.

College campuses are our big focus during Testicular Cancer Awareness Month. We provide those teams with printed resources, swag, and guidance for running effective tabling events. Those teams are doing the groundwork to engage young men—our key demographic—with approachable, informative conversations about health.

Jacobsen: Have you ever considered calling your personal stories and experiences “testemanials”? Some are emotionally powerful, some express relief, and others reflect, “I can continue living my life.”

Dabbs: That is a great question. I do not know if we have considered calling them “testemanials,” but we should write that down. Actually… testemanials—I love that! He’s got a heart. 

Jacobsen: Thank you—trademark that! I appreciate it. 

Dabbs: To highlight again: our key audience is young men—those most affected by testicular cancer. We appreciate you covering this for your audience and The Good Men Project. Along with the events and activations, we also send resources to our campus teams across the U.S. so they can educate their peers.

The stats are in the press release, but roughly 75,000 new testicular cancer cases are reported annually. The earlier you catch it, the more treatable it is. We have a bunch of anecdotal stories from Mo Bros. One guy is a 19-year-old college football player—peak health. But he did a check-in and found out he was at stage two. That is the type of story we want to communicate year after year. This is one of our core focus areas because so few men know they are at risk.

Jacobsen: That sounds like a horizontal activation layer for men’s health—it cuts across so many different issues. That brings me to another question. Regarding testimonials—classically defined—which ones have stuck with you, especially as the front-facing person dealing with media and public messaging? The stories from those with lived experience.

Dabbs: Yes. The people who have lived through it and shared their stories—those stay with you. They want to tell others what they wish they had known. And the recurring theme is the importance of knowing what your normal is—and not waiting. Not waiting for the discomfort to go away, not waiting until something else more pressing is off your radar. Taking action when you notice something is key.

Jacobsen: Outside of the humour, the facts, and the structured campaigns—what have you found works on a more personal level? It is the kind of stuff that is hard to scale but powerful individually.

Dabbs: Individual change is tough to scale because everyone is different. But something that consistently works is ensuring people have a community to lean on—whether you are navigating a cancer diagnosis, a mental illness, or anything else difficult. Finding and holding onto a support network—family, friends, or others with lived experience—can make all the difference. It helps ensure that the quality of life during treatment or recovery can be as rich as before.

Jacobsen: It reminds me of a song I have been listening to—Bill Withers’ Lean on Me, from the 1970s. Have you heard it?

Dabbs: Yes, of course.

Jacobsen: That’s the song that comes to mind for this message. What about you? 

Blake: A thread runs through our work at Movember, eliminating stigma—especially in men’s health. Whether we are talking about mental health, testicular cancer, or prostate cancer, some stigmas seriously affect men and often prevent them from taking action. The overarching goal of our organization is to stop men from dying younger than they should.

Men die, on average, five years earlier than women. That statistic is driven by many of the issues we work on—and the stigmas surrounding them. So, we focus on making men more comfortable with seeing a doctor, knowing their health status, and understanding how to care for themselves. The cheeky tone of our campaigns is part of that effort. It helps remove the barriers to these conversations and makes it easier for men to talk about the things that matter most to their health. The nuance in our approach is that it is not necessarily direct or heavy-handed—it is about making important topics approachable.

Jacobsen: What I appreciate about Movember’s approach is that it is de-escalatory by nature. For example, when I attended the sixty-ninth session of the Commission on the Status of Women in New York, it overlapped with the thirtieth anniversary of the Beijing Platform for Action and the twenty-fifth anniversary of UN Security Council Resolution 1325 on Women, Peace, and Security. Nigerian Women’s Day was also during that time—the most vibrant and joyful event there.

One major theme that emerged from those sessions was that many women across the globe are feeling a sense of blowback. Part of the discourse—at least from my perspective—is being framed around gender combat, and I think some cynical actors stand to gain from perpetuating that.

But Movember’s work sidesteps that whole framework. The campaign is hopeful. It does not present men’s and women’s health as opposing priorities. It suggests that advocating for gender equity—women having access to safe, equitable reproductive care and men being able to express themselves, seek help, and live longer, healthier lives—is not zero-sum. That is the value of campaigns like Movember. I know this is a broader point, but it resonates. It shapes my thinking about storytelling, question framing, and synthesizing narratives. Whether you are working on the testicular cancer campaign or something broader is crucial.

To end on something a little lighter—Rebecca, what is your favourite song right now?

Dabbs: Oh! Right now, it is The Adults Are Talking by The Strokes. That one has been on repeat for me, too. It has that drive to it. That track helped push me through a long work session recently. I just had it looping. Pizza and that song were the only things that kept the momentum going. 

Jacobsen: Adult children everywhere are talking now, and adults should listen! Anyway, I am heading out on a long trip. 

Dabbs: Enjoy!

Jacobsen: Thank you—I appreciate it.

Dabbs: Bye—thank you!

Jacobsen: Bye.

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