Celebs Go Commando for Male Cancer Awareness

There aren’t many times a man will find himself going commando – no clean underwear is usually the harsh truth – but as part of a brilliant proactive campaign to raise awareness about cancer, men all over the country will shed their briefs for one day in early March to show their support.

Getting Lucky

Having won the charity, Male Cancer Awareness Campaign, in January, agency Lucky Generals is the company behind the launch that will see celebrities getting behind the idea by parting with their pants and roaming free next Friday 7 March.

“This is a simple idea, but one we hope could have proper cultural impact,” says Danny Brooke-Taylor, founding partner of Lucky Generals, “and it’s great for us lazy blokes because, for a change we’re asking people to do one less thing for charity.”

Celebrity appeal

Ricky Wilson, John Prescott, Rizzle Kicks, Jeremy Kyle, Keith Lemon, Dermot O’Leary, Bill Bailey, Louis Smith, Richard Osman, Levi Roots and even Aardman’s Morph are all doing their bit and feature in a new 60-second TV spot, directed by Hungry Man duo Chaplin and Forbes, spearheading the drive.

Men taking part in the campaign will highlight their participation by wearing a distinctive blue sticker, available now from all Paddy Power bookie branches. “This is a simple, easy and mischievous way to raise awareness and we’re delighted to support it,” adds Christian Woolfenden, global marketing director of the Paddy Power brand.

Brand awareness

The campaign is already generating grass-roots support in the industry, with over 40 agencies agreeing to distribute the stickers too, including: Adam & Eve/DDB, AMV BBDO, Anomaly, Brothers and Sisters, Carat, CHI and Partners, Grey, Initiative, Karmarama, Krow, LBi, McCann, Razorfish, RKCR/Y&R, Saatchi & Saatchi, SapientNitro, TBWA, VCCP, W+K, ZenithOptimedia and a host of other high profile media companies. Brands such as Google, Virgin and Tetley will also be making the stickers available at their HQs.

“Early detection and early treatment are the two most important punches that can be thrown in the fight against male cancer,” states Patrick Cox, CEO of MCAC. “Guys are dying of embarrassment, because we don’t like to talk about anything ‘down there’. This campaign was designed to spark conversation, making men more aware of their bodies and ultimately save lives.”

Supporters can visit any UK Paddy Power shop for a sticker and to text donate PANT14 followed by £2, £5 or £10 to 70070 (there is no charge for sending the text message and all funds go to Male Cancer Awareness Campaign). The hashtag to follow for updates on the drive is #goingcommando.