MKM Partner with The OddBalls Foundation
Published on 27 March 2024
Posted in MKM News
We have just announced our renewed partnership with The OddBalls Foundation for the 3rd year running, which aims to raise awareness of testicular cancer with tradesmen throughout April with the 'Check Your Tools' campaign.
Following the overwhelming success of the 2023 'Check Your Tools' initiative, which featured a viral video viewed by almost 700,000 people, we have set our sights on expanding our impact this year, in part by launching a 3,000-strong exclusive line of MKM-branded underwear in collaboration with The OddBalls Foundation.
Playing the lead role in this year’s campaign, our towering 6’5” mascot 'Bricky' will be front and centre, taking to the catwalk in an obscenely large pair of the branded underwear in the official 2024 Check Your Tools video and making special appearances alongside The OddBalls Foundation’s University Ambassadors at MKM branches nationwide. The ginormous walking brick will also attend select Hull City football matches; Hull vs. Middlesbrough on April 10th, Hull vs. QPR on April 13th, and Hull vs. Ipswich on April 27th, leafleting and supporting The OddBalls Foundation’s team to deliver testicular cancer awareness training to staff and customers.
Campaign excitement will continue at the Hull Kingston Rovers MKM Takeover Day during the Hull KR vs. Wigan Warriors match on April 26th, with Bricky entertaining crowds by firing the MKM/OddBalls branded underwear from a cannon.
On 1st June, we will round off the Check Your Tools campaign as a proud sponsor of The OddBalls Foundation Festival, where people from all over the country gather for a fun day of rugby, hockey and netball at the University of Nottingham Sports’ Highfields Complex & the Nottingham Hockey Centre to raise awareness of The OddBalls Foundation.
MKM Marketing Director, Nicola Ollett, commented on the desire to go even bigger on this year’s campaign:
“Last year’s campaign showed how instrumental MKM could be in encouraging tradesmen nationwide to take their health by the balls and check for any lumps or changes that might indicate testicular cancer. Despite being one of the most treatable forms of cancer in men if caught early enough, the illness still claims an average of 60 lives in the UK each year. Testicular cancer is the most commonly occurring cancer in men aged 15-49 and we have the platform - through our branches, partnerships, and suppliers - to reach a huge number of the people most likely to be affected.
“The multichannel 2024 campaign will feature videos and awareness-based activities centred around the specially designed underwear, with branches nationwide participating in giveaways and playing a pivotal role in spreading crucial awareness about testicular cancer. We’re committed to making it one of our biggest and most worthwhile campaigns of the year.”
Oddballs Foundation Manager, Kieran Kelly added,
“We are absolutely delighted to be continuing our partnership with MKM. Over the past two years of running the #CheckYourTools campaign, we’ve been able to make a real impact within an industry that is heavily populated with men, who may not have had an understanding of Testicular Cancer before the partnership. Credit to MKM for using their network to help raise awareness of the most prominent cancer in young men.
“This year there are exciting plans to expand the campaign and we can’t wait to support it! Moreover, we are looking forward to welcoming MKM to The OddBalls Foundation Festival this summer. This is our big annual event using sport to help raise awareness of Testicular Cancer. MKM’s support has been incredible, and we can't wait to further develop the partnership together.”
In a bid to amplifying the campaign further, we have partnered with tool brand DEWALT and primary tool and hardware distribution partner, Toolbank. Both brands are intent on supporting the campaign and will feature on marketing material in branches, stadiums, and leaflets across the UK.
About Oddballs Foundation:
The OddBalls Foundation is a leading charity focused on raising awareness of testicular cancer. Through education, awareness campaigns, and support services, OddBalls aims to change lives by encouraging early detection and providing guidance to those affected by testicular cancer.