The campaign, designed by web agency Chaos Design and supported by TV personalities such as Sean Hughes, Dermot O'Leary, Richard Bacon and Ross Kemp, urges all men to take the "Tacheback Challenge" and develop an itchy upper lip this September in an effort to raise the profile of prostate and testicular cancer.
Participants in the charity challenge, in aid of the male cancer campaign Everyman, are expected to grow a moustache in a style of their choosing and then seek sponsorship from friends. Chaos's email campaign offers a range of styles to choose from, including the classic "Handlebar", the "Walrus" or even the "Adolf".
The viral campaign, which targets men between 20 and 35 and over 50, complements sponsorship from shaving giants Braun and Gillette, while men's glossy GQ is running a feature on the challenge in its current issue.
Peter Campbell, creative director at Chaos Design, commented: "Viral marketing is an essential element to any charitie's campaign nowadays since it's all about spreading a message easily and at little or no cost."
Its creator, Justin Carter, who also owns the Elbow Rooms chain of pool bars, said: "Taches are becoming a real growth area and I think all of us have a secret desire to know what we would look like with extra facial hair."
Philip Black from Everyman added: "Although Tacheback could be seen as quite a hairy experience by some, it should be a fun challenge which every man can be involved with."
All funds raised from the operation will go directly towards supporting research into testicular and prostate cancers.
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