These back-opening briefs encourage men to check for prostate cancer

Stunt by Rethink is for Canada's Prostate Cancer Foundation

Published On
Sep 27, 2022

Editor's Pick

Advertisers have a tough task talking to men about their health, with many ignoring messages. One tactic is to opt for humor; recent efforts we've seen include Ryan Reynolds and Rob EcElhenney broadcasting their colonoscopies to the world. 

Now here's new campaign for Canada's Prostate Cancer Foundation BC, which is encouraging men to check for prostate cancer with a humorous stunt -- a pair of briefs that open in the back to give doctors easier access.

Agency Rethink created Checkup Briefs, an actual product replicates the traditional front closure on the backside to give doctors convenient access to the prostate during an exam. 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. 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 number one most diagnosed cancer among Canadian men," said Prostate Cancer Foundation BC Executive Director Leah Lariviere, in a statement. "Our goal with Checkup Briefs is to amplify awareness around the importance of having prostate exams through a more humorous approach. We hope that this more tongue-in-cheek direction can allow men to feel more comfortable about learning and talking about prostate exams.”


Sep 27, 2022
Client :
Prostate Cancer Foundation
Agency :
Aaron Starkman
Sean McDonald
Executive Creative Director :
Mike Dubrick
Creative Director & Head of Art :
Joel Holtby
Associate Creative Director & Art Director :
Nick Noh
Associate Creative Director & Copywriter :
Jordan Darnbrough
Producer :
Lauren Sloan
Producer :
Shannon Ing
Producer :
Spencer Houghton
Producer :
Terri Winter
Producer :
Kate Spencer
Producer :
AJ Merrick
Editor :
Nick Greaves
Motion Graphics :
Stephen Parker
Photographer/Director :
Bradley Golding
PR :
Sara Lemmermeyer
PR :
Jacky Le
PR :
Tara Lush-Benson
Online :
Darling Films
Audio House :
Vapor Music
Account Services :
Amanda Dornan
Account Services :
Nadia Nauth
Account Services :
Lauren Holmes
Account Services :
Sarah Shiff
Executive Director :
Leah Lariviere
Support Services Manager :
Richelle Green

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