Stanfield’s goes streaking

The Guy at Home in His Underwear now wants consumers to run in their skivvies to raise money for the Canadian Cancer Society.

Testicular cancer survivor Mark McIntyre has hung out at home in nothing but a pair of Stanfield’s while people watched on a web cam and hitchhiked across Canada in those same tighty whities. Now, he’s asking Canadians to join him in pants-less sprints to once more raise funds for the Canadian Cancer Society.

Developed by John St., the underwear brand is introducing “#StreakWeek” in a bid to be the next big viral cause campaign. Between Oct. 18 and 26, McIntyre will streak in public locations across Canada. The agency says he will streak at a number of “high-profile” events, but declined to ruin the surprise. With a tagline “We’ll donate money if you donate your dignity,” the brand is asking Canadians to organize their own streak or raise funds to support one of McIntyre’s, with people who raise at least $50 receiving a free pair of underwear. For those who like to make barely any effort when it comes to fundraisers, they can tweet #streakweek and Stanfield’s will donate $1 per tweet, up to $25,000.

People can also go to and dare McIntyre to streak in specific locations, like a laundromat, coffee shop or bike ride.

The campaign is being promoted on and through social channels, including a video by John St., as well as with wild postings.

Environics is handling PR while Smak is executing the events.

With so many walks or runs happening for causes, the streaking campaign aims to be unique, says Jon Stanfield, president of Stanfield’s North America, while allowing people to participate in the cause in a fun way. It’s also the kind of cheeky humour appropriate to younger men, who are affected by the disease, though many aren’t performing regular self checks.