John Prescott, Dermot O'Leary, Bill Bailey and Keith Lemon go commando for Male Cancer Awareness Campaign

John Prescott, Jeremy Kyle, Dermot O’Leary and Bill Bailey are among a host of celebrities going commando in a campaign supported by Paddy Power to raise the profile of the Male Cancer Awareness Campaign.

The campaign was created by Lucky Generals after winning the charity’s account in January, and it has garnered support across the industry with brands such as Google, Virgin and Tetley making the campaign stickers available at their HQs. Paddy Power will distribute more than 100,000 free stickers from its 265 stores. The campaign urges men to ditch their underwear and wear the sticker on the official going commando day on Friday 7 March.

Also appearing in the ad is Ricky Wilson, Rizzle Kicks, Keith Lemon, Louis Smith, Richard Osman, Levi Roots and Aardman’s Morph. The TV/cinema ad – which was produced by Hungry Man - will be supported by radio, press, posters, online and social. Starcom MediaVest secured free space donated by numerous media owners.

In addition, more than 40 agencies including AMV BBDO, Karmarama, LBi, M&C Saatchi, Media Com, OMD, PHP, Sapient Nitro, TBWA and ZenithOptimedia have agreed to distribute stickers.

Danny Brooke-Taylor, founding partner of Lucky Generals, said: “This is a simple idea, but one we hope could have proper cultural impact. And it’s great for us lazy blokes because, for a change, we’re asking people to do one less thing for charity.”

Patrick Cox, CEO of MCAC, added: “Guys are dying of embarrassment because we don’t like to talk about anything ‘down there’. This campaign was designed to spark conversation, making men more aware of their bodies and ultimately save lives.”

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