British Men Go Commando to Support Male Cancer Charity
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Celebrities, sports stars and even animated characters are going commando across Britain in support of MCAC, the Male Cancer Awareness Charity.
The campaign, by independent agency Lucky Generals, is asking men to ditch their underwear on Friday, March 7 and wear a distinctive blue sticker designed to look like a pair of Y-fronts — to announce to the world that they are “going commando.”
More than 100,000 free stickers will be distributed at the stores of betting shop Paddy Power, one of Lucky Generals’ clients. Other brands, including Google, Virgin, Red Bull, Heineken, Sky and Tetley tea will be making the stickers available at their headquartes. The ad community is also on board, with most of London’s creative and media agencies, including Adam & Eve/DDB, AMV BBDO, OMD, Grey, Starcom MediaVest, McCann, TBWA and Wieden + Kennedy supporting the cause.
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