The owners of Nottingham's Belle & Jerome café and restaurants will be backing this year's "Movember" cancer awareness campaign by donating £1 to the charity for every pint purchased by a man with a moustache throughout November.

During November each year, "Movember" is responsible for the sprouting of moustaches on thousands of men's faces in the UK and around the world. The aim of which is to raise vital funds and awareness for men's health, specifically prostate cancer and other cancers that affect men.

Rob Darby and Tom Vincent, who co-own Belle & Jerome, (which has branches in Beeston and West Bridgford) came up with the idea as a novel way to raise money for the charity and to get their customers involved in the campaign.

"This is such a worthy cause yet it is often a subject that is kept somewhat under wraps," explained Tom. "Men aren't great about visiting the doctors or discussing their health in general so what better way to do it than with some gentle mocking of each other?

"We were looking for a way to get the Beeston and West Bridgford venues involved and figured that we would probably end up raising more money for the campaign if we dug into our own pockets and profits for this cause and got our customers in on the act. We are looking forward to an influx of burgeoning moustaches throughout the month in various stages of growth but we do insist that they are genuine and we reserve the right to test this with a gentle tug."

To get involved with Movember or to find out more visit www.uk.movember.com To get Tom and Rob to donate to the charity, just turn up to either the Beeston or West Bridgford branches and show your face.