London's timely old gent is pictured sporting a funky blue moustache as he leads the way for hundreds of thousands of men who will this month fuzz-up their top lips for charity.
Over the next 30 days an estimated half a million charity supporters will take part in Movember raising money and changing attitudes towards men's health.
This year there are already whispers of whiskers in the corridors of power with 40 MPs signing up to grow and or support the Movember cause.
And rumours of a "Moalition" have already circulated with pranksters mocking up the Prime Minister and Deputy Prime Minister.
Last year more than 254,000 "Mo Bros and Mo Sistas" raised more than £22 million in the UK.
Money goes to good causes with the charity supporting testicular and prostate cancer initiatives.
Researchers said one in nine men is diagnosed with prostate cancer in the UK - one man is diagnosed every 15 minutes.
Researchers said a large number of British men are failing to prioritise their health and remain uneducated when it comes to their prostate.
Although prostate cancer is the most common cancer diagnosed in men in the UK, with one man dying from the disease every hour, knowledge and understanding about the purpose and function of the gland are worryingly low.
In a survey of 1,350 men almost half do not know where their prostate is, with 69% unaware of what it does and 31% ignorant of how to identify a problem with their prostate.
– Justin Coghlan, co-founder of Movember
There are almost as many cases of men with prostate cancer as there are of women with breast cancer however, as this research shows, men are uneducated when it comes to that part of their body and are failing to prioritise their health.
Men's health has moved forward in leaps and bounds in recent years but we need to encourage more men to talk about real issues, especially with each other.
It's time for men to come together and help change the face of men's health. This Movember, knowledge is power, moustache is king.
The survey showed only 2% of men would speak to a male friend if they were worried about their health. The main reasons reported for this were:
- Over a quarter believe it's none of their business.
- Just over a fifth do not think they would be able to help them.
- 18% would not want to worry them.
Prostate Cancer UK is the main beneficiary partner of Movember in the UK.
– Owen Sharp, Prostate Cancer UK Chief Executive
It is no surprise that, as this research shows, visiting their GP is not high up on the list for men.
They are not renowned for taking control of their health.
That is why Movember is so fantastic. It gets people talking about prostate cancer and men's health in a unique and active way.
I urge men to prioritise their health and push a trip to their doctor higher up their agenda if they have any concerns about prostate cancer.