The non-profit Testicular Cancer NZ teamed up with underwear brand Jockey, retailer Farmers and the New Zealand Rugby Union to launch a campaign called ‘Remundies’ which revolves around a life-saving range of underwear which text the wearer monthly to remind them to check for signs of the disease.
Upon buying a pair of ‘Remundies’, exclusively available at Farmers, the owner can register them at https://remundies.co.nz and will then find their new pants will text them regularly to remind them to carry out a check-up.
The campaign, developed by FCB New Zealand, was informed by the latest wave of research which showed that testicular cancer is the most common form of cancer affecting men in New Zealand aged between 18 and 39.
Timed to coincide with Testicular Cancer Awareness month, April, the initiative is formed by a partnership between the charity, Jockey and leading New Zealand retailer Farmers and the campaign was fronted by a team of All Blacks
The promotional work was spearheaded by a hero spot which rolled out on 31 March and aims to drive home the message that testicular cancer can be easier to treat if you find it early.
Leveraging Jockey’s ongoing sponsorship with the All Blacks, the spot and supporting photo shoot saw a line-up of All Blacks and All Blacks Sevens stars strip down to their new ‘remundies’ and the video shows how they work and to check yourself.
The FCB NZ campaign was supported by Jockey’s social and PR agency Darkhorse.
Paul Hayes of Testicular Cancer New Zealand commented: “Every year 150 men are diagnosed with testicular cancer in New Zealand, but it’s beatable if you find it early. It has been great working with the team at FCB who came up with such an innovative idea to create awareness of this life-threatening cancer among a hard to reach target audience.”
FCB Executive Creative Directors Peter Vegas and Leisa Walls added: “We’ve been working with the testicular cancer team for 6 years now. The work has always been focused on creating lifesaving behaviour change, but the dream was to find a way to raise some much needed money at the same time. It’s taken a few years but Remundies are now sneaking into undie drawers across the country and we couldn’t be happier.”
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