Testicular cancer occurs most often in men between the ages of 15 and 40, and is the most common form of cancer in men between the ages of 15 and 34. The problem is that younger guys think cancer is an old man’s disease.

Stanfield’s wanted to help change that. This small Canadian underwear company has always stood behind their “We Support Men” brand promise. But how do they promote below-the-waist health to younger guys who think they’re invincible? By bringing attention to a serious subject in a humorous way.

Just like that, #StreakWeek was born. The campaign followed cancer survivor, Mark McIntyre, as he went streaking all across the country in nothing but his Stanfield’s underwear. His goal was simple; to raise awareness of below-the-waist health, raise money for the Canadian Cancer Society and raise eyebrows along the way.

Mark streaked everywhere, from professional football games to university campuses to Toronto Fashion Week and pop music festivals. He was on the west coast and the east coast and everywhere in between. In some cases, people were so excited about the cause that they stripped down and went streaking right along with him.

The campaign had the country buzzing about Stanfield’s underwear and talking about below-the-waist health. The hashtag was trending in Canada, Mark’s journey was covered by news outlets across the country, and in the end, #StreakWeek earned its goal of $25,000 for the Canadian Cancer Society.

Not bad for a small Canadian underwear company.

The entire campaign revolved around a single cancer survivor, Mark McIntyre, as he spontaneously went streaking in random locations all across the country in nothing but his Stanfield’s underwear, bringing attention to the area of interest and our product at the same time.

Everywhere he went streaking, he also had a giant #StreakWeek flag to help generate a buzz around the cause. So essentially, Mark was a streaking underwear model and human billboard at the same time.

Some of the streaks were premeditated but once people started talking and sharing on Facebook, Twitter and Instagram, they could dare Mark to streak in certain locations. So the campaign had to adapt to what people were asking for. It helped create an interactive campaign, the results of which lived in the real world.

#StreakWeek earned over 18,000,000 social media impressions, over 52,000,000 total impressions and increased visits to Stanfields.com by 374%. Most importantly, it got people talking about the below-the-waist men’s cancers and raised over $25,000 for the Canadian Cancer Society in the process.