Men's Health Month is growing in Whanganui - starting with an ultimate beard challenge.
This June, the Tane Hauora Collaborative group have jam-packed a 30-day calendar full of events to help men talk about "what matters to them".
The first activity to pencil in the diary is the beard challenge.
On Thursday, the men of Whanganui are being invited to Mitre 10 Mega between 12noon and 1pm for a fresh shave ready to sign up to grow the "beard to beat all beards" in a month.
In previous years the River City has campaigned for improved men's health over the course of a week but Whanganui District Health Board promoter Karney Herewini said this just wasn't enough.
"We want to challenge men to be the best version of themselves and, in order to do that, as men we need to be healthy, physically, mentally and spiritually," he said.
Mr Herewini said the local campaign was aimed at encouraging men to talk about "what matters to you".
"Men's health is not about what's wrong with you, it's about the long game - being fathers, sons, brothers, partners, mates or whatever matters ... being around and being able."
During the month Ngā Tai o Te Awa will be showing rugby games on the big screen in a free, family-friendly environment for the community to attend.
Whanganui Rugby Union has lent support to the campaign and is organising a skills and drills session open to men and their families on Sunday, June 11, from 1pm to 3pm at Cooks Gardens.
Matt Rayner from the Whanganui Regional Health Network said they were aiming to make men's health a priority by encouraging men to get regular checks.
"We'll be targeting men who haven't been to see their GP in the past three years and are at risk of falling off the register," Mr Rayner said.
Men's Health Month Whanganui will be supported by a social media campaign using the hashtags #MenStartTalking, #WhatMattersToYou and #WMTY17 - and men are encouraged to post videos of themselves talking about what matters to them and tagging their mates to do the same.
"Men's health impacts on everyone, so let's get talking and start conversations to help get on top of the things we keep bottled up," Mr Herewini said.
"Let's have some challenging and important conversations and, most importantly, let's support each other."
For more information about up coming events email Karney Herewini at karney.herewini@wdhb.org.nz