To raise awareness for the City of Hope cancer center’s The Underwear Affair 10K Run/ 5K Walk presenting sponsor Jockey recently activated with a promo event in Los Angeles.
The brand last month donated underwear to hang on a clothesline spanning three blocks along the Third Street Promenade in L.A. Passersby could take a pair of underwear ornamented with a branded tag informing them about the race.
“The whole idea behind The Underwear Affair is to raise funds and awareness of cancers below the waste ” Mo Moorman director-public relations at Jockey International told Buzz. “So it was a good fit for Jockey since we have a certain specialty in that regard. For us it’s brand awareness and brand relevance.”
Participants of the race scheduled for Aug. 2 in L.A. (visit uncoverthecure.org) are encouraged to wear their best underwear-related costume. It can be anything from their regular running gear to long johns underwear or boxers.
Jockey will be visible on race day with signage sprinkled throughout like on mile markers. It will set up a booth giving out branded merchandise to participants.
The Underwear Affair race organized by L.A.-based CauseForce started in 2006 in Canada and helps raise funds to combat prostate colorectal cervical and other types of below-the-waist cancers. Agency: Michael Alan Group New York City.