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Creative in association withGear Seven
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These Underwear Have a Hole in the Back to Make Prostate Exams Easier

28/09/2022
Advertising Agency
Toronto, Canada
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The limited edition briefs from Rethink aim to increase prostate exam bookings for men all across Canada for September’s Prostate Cancer Awareness Month

To get Canadian men thinking and talking about booking a prostate exam, Prostate Cancer Foundation BC is putting a playful twist on men’s underwear with the release of Checkup Briefs. This evolution of the classic white men’s underwear includes the traditional front closure and an additional closure in the back to give doctors convenient access to the rear end to administer prostate exams.

Rethink have given the iconic tighty-whities a brand new design. Dubbed the Checkup Briefs, these unique underwear replicate the traditional front closure on the backside to give doctors convenient access to the prostate during an exam. But for men that want a pair, the only way to get them is to book a check up. 

Created by Prostate Cancer Foundation BC in collaboration with Rethink for September’s Prostate Cancer Awareness Month, Checkup Briefs aim to raise more awareness around the life-threatening disease that takes the lives of up to 4600 men each year. Specifically, the briefs attempt to tackle the staggering statistic that one third of men avoid the potentially life-saving exam because they’re too embarrassed to bare it all, despite a nearly 100% survival rate if the cancer is detected early.

To get a pair of the limited edition Checkup Briefs, Canadian men need to let Prostate Cancer Foundation BC know that they’ve booked their exam by leaving a comment on their official Instagram launch post or sending them a DM. The recipients will receive a box of Checkup Briefs which will also include tips on what to expect and how to prepare for their prostate exam to help them feel more comfortable. 

“Prostate cancer is still the #1 most diagnosed cancer among Canadian men. Our goal with Checkup Briefs is to amplify awareness around the importance of having prostate exams through a more humorous approach,” says executive director Leah Lariviere. “We hope that this more tongue-in-cheek direction can allow men to feel more comfortable about learning and talking about prostate exams.”

The idea comes on the heels of other organisations taking a more humorous approach to speaking to men about their health. Most recently, Ryan Reynolds and Rob Mcelhenney shared their own experiences with getting a colonoscopy, providing awareness around the potentially life-saving exam using the power of comedy. 

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