MKM is teaming up with The OddBalls Foundation, Toolbank, and DeWalt to raise awareness of testicular cancer - encouraging tradies and the public to ‘talk tackle’ and stay informed.
This year’s campaign officially kicked off on 1 April, coinciding with the start of Testicular Cancer Awareness Month, and is hoping to be bigger, bolder, and more ballsy than ever before, thanks to a bumper month of activations, giveaways, and social content.
In a nod to MKM’s 30th anniversary and roots as a ’90s-born business, the 2025 campaign features a limited-edition retro-style design of MKM-branded OddBalls underwear. Customers and sporting fans alike will be able to snap up a pair after making a £3 donation in branch, online or at select events through the OddPod - The OddBalls Foundation’s pop-up education and engagement unit.
The ‘Check Your Tools’ campaign will also be showcased during four match day appearances across Hull City and Hull KR games. Expect a mix of giveaways, football challenges, and special moments that get fans talking about testicular cancer - and checking their tools.
Standing tall at 6’5”, MKM’s mascot, Bricky, will be on the road again—starring in campaign content, popping up at activations, and generally making a (brick-shaped) impact wherever he goes. MKM will also be marking Superhero Pant Day on 25 April, with Bricky front and centre on social media. Last year’s campaign reached over 250,000 people via MKM’s social platforms.
Nicola Ollett, MKM’s Marketing Director, said: “The ‘Check Your Tools’ campaign is all about breaking down stigma, getting people talking, and helping our customers look after themselves in a way that feels fun, bold, and unmissably MKM. We’re proud to be going even bigger for 2025 - and we can’t wait to see Bricky back in action.”
Kieran Kelly, Foundation Manager at The OddBalls Foundation, added: “The ‘Check Your Tools’ campaign has become a vital awareness driver for testicular cancer in the trades and beyond, and we’re excited to keep the momentum going with new events, content and partnerships this April.
"Testicular cancer is the most commonly occurring cancer in men aged 15-49, with around 2,400 new cases diagnosed in the UK each year – that’s roughly six men every day. Through MKM’s branches, partnerships, and suppliers, we’re able to reach a huge number of the people most likely to be affected.”
Aimee Cooper, Senior eCommerce & Digital Manager at DeWalt, commented: “We are thrilled to continue our partnership with MKM for a 4th year running. Last year’s collaboration was such a success, showing us how this campaign is instrumental in raising awareness for tradesmen nationwide to #CheckYourTools.
"After seeing the results from 2024, we are committed to expanding the campaign even bigger this year, leveraging our DeWalt audience to encourage them to get involved also. Watch out for ‘Bricky’ making an appearance across our social media channels soon!”
