HiQ's Project Pink campaign for Breast Cancer Care has captured the imagination of so many people, that even the network's mascot is getting involved!
HiQ Bertie, known to hundreds on social networking site Facebook, agreed to do his bit for the cause by putting his name forward for a series of fundraising activities for people to vote for.
The usually quiet character threw his weight behind HiQ's Pink October and gave a list of activities he would be prepared to take part in.
Hundreds of visitors to HiQ online voted for the challenge they wanted Bertie to participate in, with a 10k run coming out on top.
The grueling exercise beat a bath of baked beans, a leg wax and a head shave and Bertie is already limbering up.
It will be the first time the elusive character will be seen in glorious 3D and it is hoped his fiancé Beatrice will give him as much encouragement as possible.
He said: "I don't usually move around much, so 10k might be a bit of a test for me.
"But don't let appearances deceive you. I may look a bit statuesque, but I'll be so quick off the mark that if you blink, you'll miss me."
HiQ's marketing manager Geraldine McGovern said: "Hundreds of people voted for the task they wanted Bertie to carry out. We're not used to seeing Bertie so animated so it will be fun to see him complete his challenge.
"Our Pink October festivities have been a big success overall, and it is nice to keep the interest going with another eye-catching initiative."
Further details on HiQ Bertie's 10k run will be announced shortly.