The Windsor Cancer Centre Foundation is hoping men will grow a beard for a good cause.
It has launched its fourth annual GrowOn campaign to raise money to support men with cancer locally.
Men are encouraged to grow a beard or moustache and raise money.
In the last three years, the campaign has raised a total of $600,000.
In 2017, 1,200 men walked through the doors at the local cancer centre.
One of the first donations it received was from a six-year-old boy who decided to raise money for the cause instead of receiving gifts for his birthday this month.
Paolo's mother Stephanie DeFranceschi says it was her son's idea.
"Paolo had a hockey party and invited all of his hockey friends and their siblings and so then, what we were able to do is take that money last Friday, we brought it down to the cancer centre."
Paolo raised $200 and his mother says she couldn't be prouder.
"We were really proud of him, it is something that we had talked about just the amount of conversation that he generated from the other parents, the response that we got and what a thoughtful thing to do."
AM800 file photo (Photo by AM800's Selina McCallum)
Owner of Garage Gym in Amherstburg and Kingsville Tony Smith held a row-a-thon last year and raised $42,000 and he says he'll be raising money again this year.
"I couldn't imagine one person in the world, let alone North America or Windsor-Essex County area who has been affected by cancer deeply so I think that opens people's hearts and people's pockets up to help out a little bit."
Smith says all the money raised stays local.
"It is always a concern when you donate to charity is where the money is going to go and how it is going to move through the executive and that sort of thing, building different things and with this one we were confident it was going to stay here and it did."
Last year, the campaign raised $210,000 and the goal is to raise more this year.