Channel veteran Mark Hughes is following in the footsteps of the Calendar Girls by getting his kit off for charity, to be exact a very worthy Prostate Cancer Charity that funds research and helps people affected by the illness.
The HDS partner development manager - a former IBM and BT Engage IT exec - is one of 12 men from different walks of life to bare all for a calendar which goes on sale for Christmas.
For some reason Hughes is Mr July and is photographed with a strategically-placed football preserving his dignity, if that is possible, even though the season will be long over by then. Perhaps a cricket tennis ball would be more appropriate?
For those keen to support Mark's gratuitous act of nudity, please email email@example.com.
The calendar costs £11 including post and packaging with £10 going direct to the charity, which is sponsored by Sir Andrew Lloyd Webber, who thankfully kept his kit on.
This was first published in November 2010