The National Breast Cancer Foundation (NBCF) has created a new campaign targeting men, namely whether or not they are manly enough to don a bit of pink.

NBCF, the national funding body for breast cancer research, aims to get men involved in Real Men Wear Pink to raise money for research that will ultimately stop breast cancer taking the women they love.

The campaign includes an online video ad by Sharp Pictures, a radio CSA featuring Scotty Cam produced by DK Advertising, and a number of celebrity challenges taking place throughout May and June.

Bondi Rescue lifeguards, Greater Western Sydney Giants, Steve Baxter (Channel 10 Shark Tank), and Scott Cam and Kyal Demmrich (Channel 9 The Block), are urging Aussie men to get their pink on when the calendar ticks over to June 24, and raise much needed funds for research into the prevention, earlier detection and treatment of breast cancer.

NBCF researchers are challenging the male celebrity and sports partners to step outside of their comfort zones and raise vital funds for research. From aerobatic flying, skydiving to taking on the school tuckshop, each partner will have the opportunity to show Australia they are ‘man enough’ to support breast cancer research.

Every day in 2016, 44 Australian women are diagnosed with breast cancer and eight women will die from the disease, leaving families devastated. While primarily a disease affecting women, around 140 men in Australia are diagnosed with breast cancer each year, and the campaign also aims to raise awareness of this.

Dr Sarah Hosking, NBCF chief executive officer said, “At NCBF, we believe research is the most effective way to prevent deaths from breast cancer and our goal is that by 2030 there will be zero deaths from this terrible disease.

“Breast cancer affects men and women in many ways and meeting this goal would see more women and men living longer and empower them with a better quality of life.

“Whether you’re a solo superhero or taking on a challenge with your team at work, every dollar helps NBCF move closer towards zero deaths from breast cancer by 2030.”