There's much more to Movember than cultivating a bit of '70s inspired fluff on your top lip - just ask the staff at three of Maitland's leading pubs.
In fact some of the ideas to raise money for the month-long men's health fundraiser are disturbingly hilarious to say the least - including a dad 'bod' competition and a shave-down.
But jokes aside this is a serious fund raising event for a serious cause and hats off to the Rutherford, Bradford and Windsor Castle hotels for taking on the challenge.
The pubs' parent body, O'Hara Hotels, has raised the Movember bar with a $50,000 target they hope to reach by the end of the month. And they should go close with a total of $9000 raised collectively by day five of the challenge.
But it's not just the staff who are backing the cause - it's also the pub locals. Movember focuses on men's health, particularly suicide prevention, prostate and testicular cancer - conditions that in some way have touched not only pub staff members but also loyal locals.
"Being a hotel group we have many staff who have experienced the impact of men's health within their families, friends, or even themselves. It's important to us as a group that we do our best to raise money and awareness throughout November," said O'Hara Hotels spokesperson Georgia Duff.
As part of the challenge, all three hotels will implement a number of fundraising initiatives to try and outdo each other. Strategies include things like Mo-Burgers, Mo-Beer, Mo-tins (donation tins) around the venues, and social media initiatives.
While the strategies are sure to engage local patrons, including the ladies, and see good results, the initiative is also bringing out the competitive streak of licensees, determined to outdo their colleagues.
"The Bradford is ahead at the moment, but that won't stop us trying to win," Rutherford licensee Nathan Trotter said. "We've added extra incentives for the locals to donate, for example if we get $200 in our Mo-tins staff will sing karaoke."
Windsor Castle general manager Helinka Adamson has already held three shave events, including head chef Jason Burgess shaving off his 30cm long goatee.
With $1000 over the bar for the winning hotel, Bradford licensee Neil Hedges is also determined his locals will enjoy winning the contest. "We're ahead at the moment and have some of the best locals in the area," he said.