Male celebrities like Keith Lemon are going balls out – literally – in a major new ad campaign, breaking on British TV and cinema screens on 1st March, to raise awareness of male cancer and get the nation ‘Going Commando’ for one day.
The ad shows Keith pledging to ‘go commando’ – while showing his pixelated nether-regions – along with other well-known faces like Ricky Wilson, Dermot O’Leary, Rizzle Kicks, John Prescott and even cartoon favourite Aardman’s Morph all getting in on the act.
Approximately 67,000 male cancers are diagnosed each year in Britain, responsible for 19,381 deaths. Prognosis is significantly better when early diagnosis and early treatment is sought, which is why the charity Male Cancer Awareness Campaign (MCAC) has named Friday March 7th ‘Going Commando’ day. MCAC hopes that the campaign will encourage thousands of British men to have a bit of fun ditching their pants and wearing a distinctive, pant-shaped sticker instead to show their support.
Patrick Cox, CEO of MCAC said: “Early detection and early treatment are the two most important punches that can be thrown in the fight against male cancer. Guys are dying of embarrassment, because we don’t like to talk about anything ‘down there’. This campaign was designed to spark conversation, making men more aware of their bodies and ultimately save lives.”
TV Presenter and MCAC Ambassador Jeremy Kyle said; “As a survivor of testicular cancer and ambassador of Male Cancer Awareness Campaign, this is a great idea for a really important issue. I hope guys across the country get involved and that it’s not too chilly on the day!”
The initiative is supported by bookmaker Paddy Power who will be distributing over 100,000 free stickers from their 265 UK stores. Companies across the UK have signed up to make them available to staff in their offices including Google, Virgin, and Tetley, whilst several media owners have donated free TV, cinema, radio, press, poster, and online space to help create pants-free Friday.
The campaign, launched last Friday (28th February), will run through to March 7th where MCAC hope that men all over the country will ‘go commando’ and support the initiative.
Check out the celebs taking part in our gallery below:
People can show their support by using the #goingcommando and can also donate to the MCAC by texting PANT14 followed by £2, £5 or £10 to 70070.