With 19,381 British men losing their lives to prostate, bowel and testicular cancer in the UK, a new high-profile campaign has been launched, encouraging guys across the country to ditch their underwear for a day to help raise awareness of male cancer.

Approximately 67,000 male cancers are diagnosed each year in Britain. Prognosis is significantly better when early diagnosis and early treatment is sought, which is why the charity Male Cancer Awareness Campaign has named Friday, March 7 ‘Going Commando’ day to encourage men – and women – to talk about male cancer.

The TV ad features an array of celebs, including Ricky Wilson from the Kaiser Chiefs, Rizzle Kicks and Bill Bailey.

MCAC hopes that the campaign will encourage thousands of British men to have a bit of fun ditching their pants on March 7 and wear a distinctive, pant-shaped sticker instead to show their support.

Want to join in? Head to your nearest Paddy Power shop, as they’ll be distributing over 100,000 free stickers from their stories, or click here to find out more.