Stanfield's Ltd. is a small, 150 year-old underwear company located in Truro, Nova Scotia. They were well known among the older generation. But when it came to younger consumers, they weren't even in the conversation. In fact, pre-campaign Radian6 tracking showed '0' mentions of the brand in the on-line space. Our challenge was to get a younger generation talking about Stanfield's again. And do so in a way that was in line with the company's 'We Support Men' strategy.Introducing '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. And for each 'Like' he received on Facebook, Stanfield's would donate $1 to the Canadian Cancer Society in support of testicular cancer awareness. Twitter and Facebook updates kept followers in the loop while viewers could follow along, watch, live chat, participate, and encourage Mark at GuyAtHome.com.