Shock and awe—or at least shock and snickering—were the intended results of a guerrilla-style City of Hope campaign Wednesday at the Third Street Promenade. The group set up a display of underwear to bring awareness to what it calls “below the waist” cancers: prostate, cervical, colorectal, ovarian, testicular, and bladder.
Clotheslines full of underwear lined the outdoor mall from Santa Monica to Wilshire Boulevard to promote the City of Hope’s Underwear Affair presented by Jockey, a 10K run/5K walk on August 2. For that event, participants are encouraged race in their skivvies. The City of Hope's associate vice president of marketing Steve Martin was on hand for interviews about the promo.
Clotheslines full of underwear lined the outdoor mall from Santa Monica to Wilshire Boulevard to promote the City of Hope’s Underwear Affair presented by Jockey, a 10K run/5K walk on August 2. For that event, participants are encouraged race in their skivvies. The City of Hope's associate vice president of marketing Steve Martin was on hand for interviews about the promo.
Curious shoppers on the Third Street Promenade
Photo: Courtesy of City of Hope
Shoppers on the Promenade investigated the hanging underthings.
Photo: Courtesy of City of Hope
The stunt promoted the organization's Underwear Affair in August.
Photo: Courtesy of City of Hope
Underwear Affair logos emblazoned Jockey products.
Photo: Courtesy of City of Hope
