In Finland, social distance is part of the everyday culture. Hence, kalsarikännit – which roughly translates as pantsdrunk – is a tradition that embodies the Finnish art of relaxation, or “drinking at home, alone, in your underwear.”

Now, The Long Drink company is encouraging social distance while trying to lift spirits and make the best of a difficult situation. The company will donate $10 to the U.S. Bartenders Guild for every unique photo posted to Instagram or Facebook, drinking Long Drink at home while partaking in the Pantsdrunk tradition, with a cap of $50,000. While “no pants” is only a suggestion, people must tag @TheLongDrink and use the hashtag #Pantsdrunk to make the donation. The campaign will run from March 17th to April 3rd.

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