is to make every beard you see from here on in, become a glorious, wooly reminder to visit your GP or dermatologist for a #BeardSeasonSkincheck.
This mission turns beards into something far greater. Becoming walking, talking billboards for the early detection of melanoma - one of the world's deadliest cancers.
Together, we are helping those most at risk (men aged 18-45) become powerful advocates for awareness and action. Turning the tide of complacency about skin cancer which currently affects two out of every three Australians and many more internationally.
In effect, uniting bearded gentlemen from all walks of life. Inspiring them to grow together, with purpose, in the fight against melanoma.