Rather than just saying "We Support Men" to our target, we decided to prove it, with an initiative that actually supports young men. We called it “The Guy At Home In His Underwear”. A live 24/7 social media initiative in support of testicular cancer awareness. Where testicular cancer survivor Mark (aka. The Guy At Home In His Underwear) was tasked with spending 25 straight days at home in nothing but Stanfield’s underwear. Twitter and Facebook updates kept followers in the loop while viewers could follow along, watch, live chat, participate, and encourage Mark at GuyAtHome.com. And if Mark could last the full 25 days, for each “Like” he received on Facebook, Stanfield’s would donate $1 to the Canadian Cancer Society in support of testicular cancer awareness.

The fastest growing branded Facebook page in Canada with over 52,000 "Likes" in just 25 days, as viewers tuned in for more than 3 million minutes, or the equivalent of 6 years of viewing time. The campaign finished with over 1.3 million page views and over 43 million media impressions.