Keighley men are being urged to be a Real Man' by taking responsibility for their own health and helping to cut the number of prostate cancer deaths.

People can buy blue Real Man pin badges from Marks & Spencer in the Airedale Shopping Centre.

The venture is collecting cash for the Prostate Cancer Charity, a national group which raises awareness of the threat posed by the disease. This type of cancer kills one man every hour in the UK.

The Keighley branch is one of more than 500 M&S stores across the country taking part in the initiative.

The business is also giving away around 1.5 million prostate cancer information leaflets to customers and staff.

Each badge is given away in exchange for a suggested donation of £1. The Real Man logo has been drawn from the Prostate Cancer Charity's Real Men Know All About It' campaign.

This particularly targets men aged 50 and over who are most at risk of contracting the illness.

The charity's chief executive, John Neate, said: "We are delighted to be working with M&S for the second year to raise awareness of a disease that affects 35,000 men and their families each year.

"In 2007, the campaign raised a fantastic £100,000 for the Prostate Cancer Charity.

"This year, the challenge for the partnership is to substantially increase that figure."