PROSTATE CANCER FOUNDATION
Checkup Briefs

IDEA:
Men shy away from getting a prostate exam because they’re too embarrassed to bare it all. They’re also too embarrassed to even talk about the exam. But this simple checkup could potentially save their life. So how do we reach them? 



Together with Prostate Cancer Foundation BC, we created Checkup Briefs, an absurd design twist on the iconic tighty-whities that uses humour as a tool to talk men. And while it got men talking about the exam, we also made booking an exam the only way to get them, encouraging men to get their butts to their doctor’s offices. In the end, we contributed to our lofty goal. Our goal to put prostate cancer behind us.