Testicular cancer survivor Mark McIntyre is back, and this time he’s streaking his way across the country, and inviting Canadians to do the same.
#StreakWeek, the latest experiential campaign from Stanfield’s, once again features McIntyre, the focus of previous Stanfield’s campaigns like “The Guy at Home in his Underwear” and “The Gitchhiker.”
McIntyre will be showing up at various events from coast to coast October 18th to the 26th in nothing but his Stanfield’s underwear, as part of the awareness and fundraising campaign.
Developed in partnership with its creative agency of record John St., Stanfield’s is holding fast to its “We Support Men” branding and positioning with #StreakWeek, by continuing to generate awareness about below-the-belt cancers, and raising money for the Canadian Cancer Society (CCS.) “The Gitchhiker” campaign alone saw Stanfield’s raise $29,000 for CCS.
The campaign is intended to target a younger generation of males. “Almost half of the cases of testicular cancer are in men between the ages of 20-34,” said David Glen, senior art director at John St.
“We wanted an idea that allowed people to get involved. Something that was not only attention-grabbing but also very funny,” he added.
The brand is encouraging Canadians to visit Stanfields.com to support McIntyre, and register for a streak of their own.
The less adventurous can also support the initiative by sharing the #StreakWeek hashtag. Every time ‘#StreakWeek’ is used on Twitter, Instagram or Facebook, Stanfield’s will donate $1 to CCS, up to $25,000
Glen wouldn’t reveal the locations of McIntyre’s planned streaks, though he did say they would occur at “big events” and that “we’re hoping for lot of PR buzz.”
The brand is promoting #StreakWeek on its site, social channels and via wild postings at various universities across the country. A video entitled “Stanfield’s #StreakWeek,” featuring McIntyre announcing the week-long event, is currently airing on You Tube, Twitter and Facebook.
Stanfield’s is working with Environics on PR, and Smak is handling the execution of #StreakWeek events.
