john st. has crafted a new campaign in support of “below-the-waist cancer research” for Stanfield’s.
For the campaign, the agency brought back testicular cancer survivor, Mark McIntyre, who appeared in previous campaigns “The Guy at Home in his Underwear” and “The Gitchhiker” to promote the fundraising experiential event “#StreakWeek,” which runs from October 18-26. Mark introduces the idea, and appears to be promoting actual streaking until the end of the video, where he recommends wearing Stanfield’s underwear, “just to be safe” (and not get arrested). Viewers (both male and female) can support Mark on one of his streaks or participate in a streak of their own, or just use the #StreakWeek hashtag on Twitter, Instagram or Facebook. Each time it is used, Stanfield’s will donate a dollar to the Canadian Cancer Society (up to $25,000).
“We wanted to make sure people could get involved however they want.” said Angus Tucker, ECD at john st. “Whether it’s sharing Mark’s journey, donating to a streaker, raising money by going streaking yourself, or just using the hashtag, it all helps and it all goes to a very very good cause.”