UNDERAWARE
The first men’s underwear specifically-designed
to prevent testicular cancer.
Testicular cancer is the leading cancer in men ages 15 to 44. Thankfully, when detected early, 95% of men beat the cancer. Monthly self-examinations are the most effective method of detection. But the problem is, men don’t check themselves nearly enough. Together with Hoodies, the maker of men’s underwear, we created UnderAware—the world’s most uncomfortable underwear that helps detect testicular cancer—and launched them during Testicular Cancer Awareness Month.
Each pair of UnderAware is affixed with a large tag, not in the back like traditional underwear, but in the undercarriage near the testicles to cause minor discomfort and prompt a testicular self-examination. Every wear makes men more aware of testicular cancer, serving as a sensory reminder for men to check themselves at least once a month. We turned the location of the problem into prime media space, including self-examination instructions on each tag.
The campaign rolled out across multiple channels: retail, e-commerce, OOH, influencer seeding, and targeted social content. But the real showstopper was the TVC.
We spoofed sultry, fashion-forward underwear ads à la Calvin Klein. Think moody lighting, smoldering stares, abs galore—until a climactic rug-pull revealed the real message. The unexpected twist was a theme across all the work.
People could get their own pair of UnderAware at underaware.store, either for themselves, a friend, or a partner. The limited release sold out in seconds, with all proceeds going to funding testicular cancer research.