Fruit of the Loom is tackling the big issues, and has taken it upon itself to address a growing epidemic—men’s shirtless selfies. In a social campaign released recently, the household name in undergarments urges men to #PutAShirtOn and stop the senseless spread of shirtlessness.

The tongue-in-cheek PSA gravely announces that “every 7.3 seconds, a man posts a photo of himself without a shirt.”

Some might assume the source of this trend is something obvious, like narcissism. But Fruit of the Loom believes a more tragic problem is behind all these bare-chested photos: shirts are falling apart before men can take a picture in them.

The solution? Fruit of the Loom’s Eversoft tees with Dual Defense. Men can not only defend against odor and moisture, they can also defend against shirtlessness.

The video urges friends and families to attack the problem head on by commenting #PutAShirtOn on shirtless selfies. With just one hashtag a day “you can make a difference” says the PSA.

The digital campaign, created by CP+B, went out across all Fruit of the Loom social media platforms and created engagement with several people who are more than aware of the social media plague of shirtlessness. It is all explained at PutaShirtOn.org, where, for just the cost of a sandwich, your generosity will keep a man from ever having to take a shirtless selfie again.

CREDITS:

Client: Fruit of the Loom

Agency: CP+B

Creative Director: KT Thayer

Associate Creative Director: KT Thayer

Associate Creative Director:: Josh Shelton

Associate Creative Director:: Shannon Gibney

Junior Producer: Amber Pena

Management Supervisor: Mark Hurley

Content Supervisor: Lauren Sobolik

Community Manager: Nanci Zurek

Videographer: Mike Olmstead

Editorial House: Ming studios

Editor: Charlie Brittz

Editorial Junior Producer: Maura Murphy