TV celebrity Richard Whiteley is backing a quirky campaign to raise awareness of prostate cancer.

Baildon-born Mr Whiteley, presenter of Channel 4 quiz Countdown, is helping The Prostate Cancer Charity in its latest venture Peeball, which aims to raise £1million as well as heighten public awareness of the charity over Christmas.

Peeballs, biodegradable compacted powder balls, are being marketed by the charity as "the game that's changed the way millions of men go to the toilet".

As many as half a million men across the UK can expect to get one in their Christmas stocking, as retailers have reported selling out of the game. It involves men putting the powdered balls in urinals and trying to destroy them.

Mr Whiteley, said: "It is a good gimmick. I am sure they will go down well in rugger clubs and golf clubs. I am not too sure about TV studios though!"

But there is a serious side to the campaign. It is hoped Peeball will raise awareness of the symptoms of prostate cancer, just as the pink ribbon has done for breast cancer.

John Neate, The Prostate Cancer Charity's chief executive, said it was an unusal way to educate people about the often embarrassing issue of prostate cancer, which affects one in three men in the UK.

"We're delighted peeball is proving such a huge success," he said. "It's amazing that a product designed to raise awareness regarding prostate cancer should become part of Christmas."

David Tyson, Macmillan clinical nurse specialist for uro-oncology, said all men were entitled to a simple blood test which could indicate whether further tests were needed to check for prostate cancer.

Peeball costs £1, with 30p going to the charity, and is stocked by Virgin Megastore, Our Price, River Island, Maplin Electronics and a variety of pubs.