No, really.

"Rockstar Games is proud to be a major sponsor of Movember, the annual, month-long celebration of the moustache, highlighting men's health issues, specifically prostate cancer. Grow a rugged moustache and send us a photo by the end of Movember for an opportunity to be immortalized as a character in Rockstar Games' next action-adventure, Red Dead Redemption."

Read the details here.

If you're unclear on how your 'stache ties into fighting prostate cancer, check the bullet points more closely. Right after Rockstar asks you to register with your email so that you can be kept abreast of developments relating to their upcoming Western action game, there's this:

"Tell your friends and family and get them to sponsor you and raise money for men's health charities."