SACRAMENTO, Calif. - Pink Boxers Inc. will launch a new campaign, "Strip Down for Breast Cancer," beginning on Valentine's Day.

The company said the campaign is a challenge for men everywhere "to get involved, show their support, and help raise awareness in a way that defies convention."

"‘Strip Down for Breast Cancer' is about exposing the reality that this disease affects so many people on so many levels," said Ted Banzhaf, who founded Pink Boxers Inc. after losing his wife to breast cancer in 2007. His goal was to design a pink product for men to recognize their dedication to fight breast cancer and to honor their losses to the disease.

"We're encouraging men everywhere to strip down to their pink boxers in everyday situations - as individuals or as groups - videotape the experience and post it online at PinkBoxers.com," he said. "Through Pink Boxers, we could literally raise $10 million to go toward the fight against breast cancer. That's our goal, and we're not stopping until we're there."

For more information, visit PinkBoxers.com.