Meet James Brown, who is attempting to raise money for Cancer Research U.K. and to increase awareness about cancer involving male genitalia. And what better way to raise money for testicular and prostate cancers then by asking men around the world to put socks on their dicks?



That's the idea behind the "Cock in a Sock" campaign, in which interested parties are encouraged to take a nude selfie with a sock covering their penis and sharing it on social sites like Facebook, Twitter and Instagram.  As for donations, money can be sent by texting SOCK70 to the number 70070. Brown hopes to raise at least £5,000 in order to become a registered charity, and they've already passed the £2,000 mark.

For more on the campaign, head over to the official website (slightly NSFW).