Westminster Bridge's 'phallic' design becomes 'check your balls' campaign

When the sunlight shines through holes in the side of Westminster Bridge it creates shapes which look, to some, like male genitals.

Cancer charity The OddBalls Foundation has taken advantage of this accidental design to promote Testicular Cancer Awareness Month this April.

In total, 497 penis-shaped silhouettes appear on the 162-year-old bridge. Pavement posters were added, reading: “This is a sign to check your balls.”

The charity says they were positioned to catch the eyes of thousands of pedestrians crossing the bridge every day, including MPs en route to the Houses of Parliament.

Kieran Kelly, manager at The OddBalls Foundation, said: “We know that testicular cancer is one of the most treatable types of cancer – and [treatment] is much more effective when started early. But, shockingly, just 18.5% of men regularly check themselves for abnormalities.

“We’ve had such a great reaction to the campaign today, with hundreds of guys stopping and downloading our check yourself guide.

“We urgently need the support of government to help raise awareness of testicular cancer. This morning as hundreds of MPs cross the bridge to the Houses Of Parliament – we hope to have reignited that conversation.”

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Creative agency St Marks Studios appropriated the shadow phenomenon for the charity, with banners and billboards across the span of the 250m bridge.

A QR code on the posters directs pedestrians to the foundation’s self-check page where they can learn how to spot symptoms of testicular cancer.

Testicular Cancer is the most common type of cancer to affect men between the ages of 15 to 49. Around 2,300 men are diagnosed with testicular cancer each year in the UK – six every day.

New research from The OddBalls Foundation released today reveals that only 18.5% of British men check themselves regularly.

One in five say they would be too embarrassed to go to a doctor if they discovered a lump.

Testicular Cancer is more prevalent in younger men aged 18-25 and is on the rise. Diagnosed cases have more than doubled over the past three decades.

Visit the OddBalls Foundation’s self-check page now.