I'm talking pants.

Bravo NHS!

I’m often talking pants, but not usually this literally.

That’s because this post is all about the brilliant idea to add NHS England labels inside my F&F underpants to remind me to check for symptoms which could be cancer. Not only is it a very clever way to deliver an important message when you’re, for want of a better description, in-market – it’s another example of how marketing with lots of components can build a larger whole; it’s not only about traditional advertising channels, it’s about combining ‘lots of littles’ (or ‘smalls’ in this instance) to amplify your message. This is the perfect way to present a health reminder without distractions while I was minding my business. I’m not one to look at a phone in these circumstances, so I had plenty of time to read the label – my only suggestion would be to sew the labels upside down, so the words are the right way round when I’m looking down.

It made me think about other opportunities for advertising in pants, could we see innovative partnerships between Marks and Spencer and WeightWatchers? Next and PureGym? John Lewis & Partners and Kimberly-Clark's Andrex? Tesco and B&Q?