Soon-to-be-moustachioed Monarch Group boss Andrew Swaffield is calling on the trade to help the firm raise awareness of a cause close to his heart.

During November, the company will be known as ‘Mo-narch’ in support of Movember, an annual event that involves people across the world growing facial hair to highlight men’s health issues.

Swaffield described Movember as “an excellent campaign that has personal meaning to my family”.

Moustaches have been painted on the nose cones of three of the carrier’s aircraft, while Monarch’s standard logo will be replaced by a ’tache version.

Throughout November, passengers with the best moustaches will be offered free seat upgrades. Monarch staff are also being encouraged to grow or display their own ‘mos’.

Swaffield said: “As well as being for a great cause, Movember gives us the opportunity to have some fun internally and with our customers.

“It shows how engaged Monarch employees are with the group’s corporate social responsibility.

“I’ve got my tache comb ready to keep my mo looking tip-top.”

Swaffield has set up a page on the Movember website on which he explains that his brother Paul has prostate cancer.

To donate to Monarch’s Movember fundraising, visit: