Rugby hottie and staunch gay ally Ben Cohen got with his Atlanta gays again on Thursday at the swanky Mitchell Gold + Bob Williams store to raise some money and awareness for his anti-bullying StandUp Foundation.

Of course, Cohen raised temperatures at the event, too. When he’s not releasing a steamy calendar shoot video and modeling his sexy underwear line, the gay-friendly crusader is wooing fans to his Atlanta-based foundation at events like this one with that British accent and baby blues.

As our gallery below suggests, even fully clothed on Thursday, Cohen made an impression with his heartfelt pitch to the cute, well-heeled A-listers. Not that his underwear were totally off the table. A signed pair of StandUp briefs (top photo) was among the items up for bids in a silent auction for the cause. The event also included live music, food and signature cocktails.

Cohen’s tour through gay Atlanta this week continues Saturday at Atlanta Field Day in the morning and Urban Body Studios’ Rockabilly Hair, Tattoo & Fashion Show in the evening benefiting the StandUp Foundation. Cohen returns to head up the Atlanta Pride parade on Oct. 14.

Photos by Sher Pruitt