Stanfield’s Underwear has been supporting men for over 150 years and wanted to reach out to younger consumers with an idea that was based on their strategy of “We Support Men”. So, what better way to do that than by actually supporting them?

Introducing “The Guy At Home In His Underwear” – an initiative in support of testicular cancer awareness, where testicular cancer survivor Mark McIntyre aka, “The Guy At Home In His Underwear”, attempted to spend 25 straight days at home in his Stanfield’s skivvies. Live, on camera, 24/7, for all to see at, where viewers could encourage Mark and participate in the event over the 25 day period. And for each Facebook “Like” that Mark received, Stanfield’s donated a dollar to The Canadian Cancer Society in support of testicular cancer awareness.