Burger King is helping change the face of men’s health by changing ours. Wednesday, the Burger King King will shave his iconic mustache and grow a kingstache for the Movember challenge.

Movember is an annual event involving the growing of mustaches during the month of November to raise awareness of men’s health issues including prostate cancer, testicular cancer, and mental health and suicide prevention.

The King encourages others out there to participate in the challenge and raise awareness for men’s health by growing their own epic stache and sharing on social media with the hashtag #kingstachechallenge.

“We are proud to show our support for this cause and hope our guests enjoy watching the King’s mustache transformation throughout the month of November,” said Alex Macedo, North America, for the Burger King brand.

The King will have his own profile on http://www.movember.com so the world can follow along with his journey.