Stanfield's Launches "Guy in his Underwear" Campaign to Raise Awareness of Testicular Cancer

    HALIFAX, NS, October 07, 2010 /24-7PressRelease/ -- Stanfield's Ltd. launched "A Guy at Home in his Underwear" campaign yesterday. Mark, a testicular cancer survivor, will live on camera for 25 days in his Stanfield's underwear without leaving home. The social media campaign will help fund important testicular cancer awareness activities to help ensure that all men are aware of the risks, signs and symptoms of this disease.

Viewers can tune in everyday to watch Mark in his new pair of underwear at www.guyathome.com. Throughout the campaign Mark will be actively engaging friends and followers on Twitter and Facebook. For every person who likes him on Facebook, Stanfield's will donate $1 to the Canadian Cancer Society, up to $25,000.

As a cancer survivor, this campaign really means a lot to Mark. Two years ago Mark was diagnosed with testicular cancer. It was caught in its early stages and he is now cancer free. "I am really excited for this campaign," states Mark. "For the last three weeks I have been doing as much as I can in my underwear. I've been playing video games, playing the guitar, been on the computer, trying to cook all in my underwear."

John St., Stanfield's advertising agency, created the concept for "A Guy at Home in his Underwear" as a continuation of Stanfield's marketing strategy to align brand Stanfield's as a strong supporter of men, no pun intended. The social media campaign is built around the idea -"We Support Men" and is designed to be light hearted, quirky and endearing, while at the same time, drawing attention to and raising funds for testicular cancer research.

Stanfield's brand advisor Bill McArthur of Dynamic Brands, says the campaign is something of a game-changer for Canada's most venerable men's wear brand. "We've been carefully re-engineering brand Stanfield's to appeal to a younger demographic for many years. We believe there are very strong, younger male segments for us and social media is their networking space. We think this idea will be a little unexpected and that's a good thing."

Stanfield's approached ISL to ensure their campaign was tied to its corporate site and to provide guidance and support for the life of the campaign after its competition. ISL's many years of experience in the web industry has helped to guarantee that Stanfield's has put the right tools in place and that the messaging on their corporate site is consistent with their current marketing initiatives. "This was a really fun project to work on," says Matt Madden Emarketing analyst at ISL. "We were delighted to work with both Stanfield's and John St. on an initiative that ties fundraising for cancer research to the social web in a fun and engaging way."

About Stanfield's
Based in Truro, Nova Scotia, Canada, Stanfield's Limited has been making apparel products for Canadians since 1856. From boxers to briefs, to boxer-briefs and winter base layers, Stanfield's products are built for comfort, durability and performance. For more information about Stanfield's visit www.Stanfields.com.

About Canadian Cancer Society
The Canadian Cancer Society is a national community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. When you want to know more about cancer, visit www.cancer.ca or call toll-free, bilingual Cancer Information Service at 1 888 939-3333.

About ISL
Founded in 1995, ISL is a full service web marketing and development company, guided by our relentless focus on understanding how users behave online. In addition to OneWeb CMS, services include website design & development, web usability and Google Analytics consulting and Internet marketing. ISL is the first web company in North America to be ISO 9001:2000 certified; OneWeb CMS is just one example of its dedication to continuous improvement and innovation. ISL has offices in Halifax, Moncton and Vancouver.

Website: http://www.isl.ca

# # #