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The Male Cancer Awareness Campaign (MCAC) is a small charity that is on a mission to tackle prostate, testicular and bowel cancer. About 19,000 British men die of these conditions every year – many of them because they are too embarrassed to talk about their symptoms and don’t seek help early enough. So we set out to make the issue very public and social.

We asked the men of Britain to ditch their pants for one day and wear a “Going Commando” sticker instead. Despite no spend, we generated a huge amount of publicity: over 36M Twitter impressions, and a 1400% rise in web traffic. Best of all, 65,000 blokes wore a sticker on the big day – and 40% of British men said they’d be up for joining in the following year.