The Prostate Cancer Charity is targeting young men through a novel new tactic that creates a game out of going to the toilet.
Next week outlets across the UK, such as Virgin Megastores and pub chains including It's A Scream, will stock compacted powder balls called Peeballs.
Game players remove the outer packaging of Peeballs and place one in the urinal before taking up the challenge to destroy each ball in the shortest amount of time.
The Prostate Cancer Charity hopes to raise up to £1 million from the sale of the balls.
The charity's corporate fundraising manager Joel Rose described that scheme as "something between a cause related marketing product and a charity badge or ribbon sold in stores". He said the charity was actively negotiating celebrity involvement.
Rose claimed that the push met calls for the voluntary sector to devise new ways of raising money.