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Mr May – Richard Blackwood in his Boxers
- 12 Of The Nation’s Leading Men Bare All For The 2003 ‘Men In Pants’ Calendar -

Richard Blackwood

Marks & Spencer, Esquire magazine and Everyman, the UK’s leading male cancer campaign, persuaded 12 of the nation's sharpest men from the worlds of sports, television and the arts to strip down to their underwear for a limited edition 16-page calendar.

The calendar, which encourages men to be ‘cancer aware’ when buying their underwear was given away free to customers when they bought Marks & Spencer men's underwear during November. A total of 500,000 calendars were distributed through stores – so it seems likely a lot of men received Marks & Spencer underwear from their womenfolk this Christmas!

Thirty-year old England international rugby union player Lawrence Dallaglio saw himself as the ideal ‘model’ for the calendar, “I play in a game with odd-shaped balls anyway.” Some of the other men featured in the calendar include; footballer Les Ferdinand, comedian David Baddiel, British swimmer Mark Foster and top chef Jean-Christophe Novelli.

David Baddiel

Marks & Spencer Menswear Marketing Manager, Justine Noades believes running the promotion through Marks & Spencer is an ideal way of reaching a large proportion of the male adult population.Justine says: "It's the first time we've had such a link with a charity in menswear and it provides a perfect partnership. We are the biggest brand of men's underwear in the UK and we think that the calendar will appeal to both men and women. We know that women are very influential in the purchasing of mens underwear but at the same time we hope that they will help increase awareness of male cancers amongst their own families by taking the calendar home to read and talk about it.”

Promoting Pants

Peter Howarth, Editor of Esquire felt it was about time a men’s magazine got involved with promoting these health issues and over the years, he has been very impressed by the high level of awareness for breast cancer and says: “Men however are notoriously reluctant to face up to the issue of testicular and prostate cancers but they are killers, and on the increase.”

Marks & Spencer donated 10p to Everyman for every calendar given away, and pledged a minimum donation of £50,000. The money raised will help specifically fund Everyman's microarray analysis of prostate cancer, and the results of this project will help to create courses of treatment tailored to each patients individual needs.

Further Information

To find out more about how your company can become involved with everyman please contact:

Juliette Elam
Corporate Account Manager
Direct line (020) 7153 5306
Email:


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