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Stanfield's conducts Streak Week promotion

Underwear company Stanfield's North America, based in Truro, NS, is conducting a promotion intended to raise awareness of and funds for testicular cancer research. Developed by John St. of Toronto, the "Streak Week" promotion will consist of a national series of events at which a testicular cancer survivor named Mark McIntyre will "streak" in public while wearing Stanfield's underwear. The initiative also includes online materials at, where visitors can sign-up to participate in a streak of their own between Oct. 18 and 26. The promotion also includes social media activities. For each Twitter message posted using the campaign's hashtag, the company will donate one dollar to the Canadian Cancer Society.

"We wanted to make sure people could get involved however they want," said Angus Tucker, executive creative director at John St. "Whether it's sharing Mark's journey, donating to a streaker, raising money by going streaking yourself, or just using the hashtag, it all helps and it all goes to a very very good cause."

Public relations for the promotion are being handled by Environics. The events are being managed by Smak.

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