Cheeky ‘Checkup Briefs’ Aim To Kick Undetected Prostate Cancer To The Rear

Talking about the big C-word can be somewhat taboo, especially if you’re addressing it in public. 

To make dialogue around prostate cancer more approachable so more men can open up about the topic, Cancer Foundation BC in Canada has launched a cheeky campaign centering on an intriguing pair of tighty-whities. 

The witty ‘Checkup Briefs’ look akin to regular underwear, but with one hidden secret: a closure at the back to allow doctors easier access during a prostate examination. 

Prostate cancer, the most common cancer among Canadian men, often goes undetected when men are too embarrassed to head to the clinic to get tested. 

One in nine men are expected to develop the disease during their lifetime. This year alone, over 3,500 men could be diagnosed with the illness in the British Columbia region.

“A lot of men are too embarrassed to bare it all for a prostate exam, but prostate cancer is almost 100% treatable if detected early. Checkup Briefs are an evolution in men’s underwear designed with convenient access to the prostate to make your next exam easier,” the organization says. 

To encourage more men to get checked out, Cancer Foundation BC is now giving away the humorous briefs to some patients who can prove they have booked an appointment via an Instagram direct message.

[via Muse by Clio and Saanich News, images via Prostate Cancer Foundation BC]