UnderAware

Ad agency Leo has teamed up with fashion brand Hoodies this Testicular Cancer Awareness Month to launch “UnderAware” — a deliberately uncomfortable pair of men’s briefs designed to prompt a testicular self-examination. It’s a first-of-a-kind garment that makes men more aware of testicular cancer every time they wear it.

Each pair is affixed with a large tag, not in the back like traditional underwear, but in the undercarriage near the testicles to gently irritate them during daily wear and serve as a sensory reminder for men to check themselves at least once a month. The tag itself is printed with step-by-step instructions on how to perform a testicular self-examination.