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Talking Bollox – Tackling Tackle Cancer
MKM is teaming up with The OddBalls Foundation, Toolbank and DeWalt to raise awareness of testicular cancer – encouraging tradesmen and the public to ‘talk tackle’ and stay informed.
MKM is a builders’ merchant. It is purposefully stepping back into a pair of signature pants for the fourth year of its ‘Check Your Tools’ campaign. The company and its other two partners will be organising pop up events across several sporting – kicking off in April.
New pants. Bigger plans. Same important message
This year’s campaign officially started on 1 April, coinciding with the start of Testicular Cancer Awareness Month. It promises 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 which has and will be seen at Hull City FC and Hull Kingston Rovers rugby matches.
The latest outing was on 21 April (Bank Holiday Monday) at the Hull City vs Preston North End (footie match. 26 April’s Hull City vs Derby County will end the tour – but not the importance of the message.
Big Bricky
Standing tall at 6’5”, MKM’s legendary 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.
Six men a day diagnosed
Nicola Ollett, MKM’s marketing director, says: “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.”
Kieran Kelly, the foundation manager at The OddBalls Foundation, adds: “The ‘Check Your Tools’ campaign has become a vital awareness driver for testicular cancer in the trades and beyond. 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.”
#CheckYourTools
Aimee Cooper, the senior ecommerce & digital manager at DeWalt says: “We are thrilled to continue our partnership with MKM for a fourth 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.”
About MKM
MKM supports various community and health initiatives, demonstrating its commitment to making a positive impact beyond the building trade. Each of its builders’ merchant branches has continuous support of a central support office in Hull where the company was founded.
About the Oddballs Foundation
The OddBalls Foundation is a 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.
Picture: MKM has kicked off its 2025 ‘Check Your Tools’ testicular cancer campaign.
Article written by Cathryn Ellis
21st April 2025