The ultimate goal of Stanfield’s #StreakWeek was to get men talking online about the threat of below-the-waist cancers. Specifically younger guys, since testicular cancer is most common in men between the ages of 15 and 40. To do that, we had to capture their attention. And what better way to get their eyes on our brand and our message than by having a 215 pound, promotional, streaking billboard randomly show up where they were.

The campaign hashtag was also at the centre of everything we did. Whenever it was shared, Stanfield’s would donate a dollar to the Canadian Cancer Society. So the more the hashtag was used, the more guys we got talking about men’s health, the more money we raised, and ultimately the more successful our campaign was.

Testicular cancer is most common in men between the ages of 15 and 40. The problem is that guys in that age group think that cancer is an old man’s disease. Stanfield’s Underwear, whose brand promise is “We Support Men”, has long been a champion of below-the-waist men’s health. So naturally, they wanted to help change this common misconception among younger guy.

However, in order to get these guys talking about their health down there, Stanfield’s had to break through the clutter and capture their attention. Just like that, #StreakWeek was born.

#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.

The entire campaign revolved around a single cancer survivor, Mark McIntyre, as he spontaneously went streaking in random locations all across the country. However, he didn’t go streaking in the nude; he did it in his Stanfield’s underwear – thus 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.