Market Harborough changes its name for Movember
The town of Market Harborough has become the first place in the UK to change its name for Movember - becoming Mo'ket Harborough.
The Leicestershire town has a new sign and the building society has changed its name.
The only other place known to have changed its name for Movember is Moama in Australia, which became Motown in 2010.
Mo'ket Harborough will change back to its former name in December.
Mo'ket Harborough organiser Sarah Blackler said it was a "daft idea with good intentions".
"As well as putting in teams to 'grow a mo' we know that our community spirit will offer a range of different things throughout the month of Movember that will make us both unique and unforgettable," she said.
Movember encourages men to grow moustaches every November, to raise awareness of men's health problems and raise money.
The name change has been backed by Movember UK, Prostate Cancer UK, Harborough MP Edward Garnier and the Handlebar Moustache Club of Great Britain.
The town's building society has become the Mo'ket Harborough Building Society, cars are sporting plastic moustaches and special edition beers and gin have been created by local businesses.