What does a pair of 12-foot long, bright yellow Y-fronts conjure for you?

Good answer!

Seriously;  although we don’t know what the impact has been to date, we give thumbs up for this “bold” campaign, devised by a Hospital in Southern China – the Changsha Bo Da Hospital in Changsha.

So, what was it all about?

Chlamydia? No.

Yellow underwear week? No.

The Annual Asia-Pacific Harry-High-Pants Festival?  We wish there was an event this cool…

No, China’s pressing Social issue addressed by this campaign, is in fact quite simple.  The stunt aims to encourage men to think about….. wait for it…. the effects of wearing pants that are too  tight.

According to campaign spokesperson, Xiang Xiong; “There are many urinary or reproductive problems caused by men’s underwear. This is intended to make men think.”

We like it.

It’s clever. It’s funny – and in line with what we think makes effective Social Marketing campaigns;

Easy - YES, nothing says ‘easy’ quite like a large pair of pants!

Emotionally Engaging – Making people laugh is one of the hardest, yet most enduring and genuine ways to connect with an audience.

Educational - Well… creating talkability and having the stunt literally attached to a hospital, not only informs the audience about the tie between underpants and health, but also provides a direct link to a place for further information, and if necessary, treatment!

Enduring - Weather permitting, it’s a clever stunt and an idea that really does stick in the mind!

So, anyone off to buy some new underwear?  Keen to hear what you think…..