The Hugo Boss-sponsored event, part of a push to raise awareness of testicular and prostate cancer, invited people to bid for a date with Cosmopolitan celebrity centrefolds Anthony Worrall Thompson, ‘Handy’ Andy Kane, Coronation Street’s Chris Finch and TV presenter Richard Blackwood.
The campaign has run celebrity centrefolds before, but the auction was a first.
A tie-up with Ann Summers is another new element to the campaign. This week saw a photocall featuring the adult store chain’s CEO Jacqueline Gold and model Nancy Sorrell.
Ann Summers’ 113 UK outlets, its network of party planners and website will help raise money for the institute in June.
Clothes retailer Top Man will continue its involvement, selling Everyman
An ICR spokeswoman said the campaign would target men of all ages, as well as women.
According to ICR, cancer of the prostate has overtaken lung cancer as the most prevalent in men, with 27,000 UK men diagnosed a year. Testicular cancer is the most common form in men aged 20 to 35.