As Movember 2013 dawns, Generation Moustache readies itself to stand up for change.
Using their upper lips as billboards for men's health, the men of Movember, supported by the women in their lives, will today start a march through the 30 hairy days and wild nights of Movember.
To join Gen Mo and fight the good fight alongside a global army of Mo Bros and Mo Sistas, Movember is encouraging everyone to sign up at movember.com.
Having started out with only 30 Mo Bros in 2003, this year will see recruits enlist from 21 countries across five continents, in an effort to unite more than one million Mo’s worldwide.
Jason Hincks, Movember’s COO, said: "Using the moustache as a catalyst, we want to bring about change and give men the opportunity and confidence to learn and talk about their health more openly and take action. Progress has been made; we’ve managed to get the conversation of men’s health started but now our challenge is to keep it going. After all, we know that knowledge is power; prevention is everything and early detection is key."