But instead of the pink ribbon women wear during October, men are being asked to grow a moustache and raise sponsorship money to help combat a disease that affects 35,000 men in the UK every year and kills 10,000.
During Movember, Wilkinson Sword takes over a salon at 13a Charlotte Street in central London in which "mo' bros" can have their 'taches tended to for free using Wilkinson Sword Quattro Titanium Precision razors. All profits from sales of Wilkinson Sword products at the salon will go to the charity.
Mo's Emporium will be filled with mo' bros and mo' sistas - supporters of mo' bros, not hairy lipped honeys - along with celebrities and professional barbers, who'll be on hand to groom and style the wave of handlebars the campaign hopes will hit the streets.
Supporters are welcome to pop into Mo's, but if you're not in London, you can still get in on the action at the virtual store at www.mosemporium.co.uk. There'll also be a series of events at the end of the month to celebrate the most marvellous moustaches.
For details of Movember, how to register and information on men's health, visit http://uk.movember.com.