Ubisoft has announced plans to sponsor Check-em, a new charity initiative aimed at getting men to feel themselves up more often.
Seriously, now - incidences of testicular cancer, which affects men aged 15-45, have almost doubled in the last 20 years. But the good news is that if it's caught early, 99 per cent of cases can be cured.
Which means it's best to check your testicles regularly for any lumps, bumps or general changes. And if you don't own a pair yourself, why not offer to check a friend's?
The Check-em campaign will officially launch on July 7, and a special DVD will include trailers for forthcoming Ubisoft titles as well as a featurette about gaming in general.