Bill Bailey is fronting a call for beard-growers this April in support of the Sumatran Orangutan Society (SOS).

Ape-ril, as it is to be known, will see supporters "going wild" and growing a beard, in a marketing ploy that emulates that of Movember, where male cancer charity supporters grow moustaches in solidarity each November.

Launching today, SOS hopes Ape-ril supporters will grow funds as well as beards through sponsorship.

"We share 96.4 per cent of our DNA with orangutans - some of us, perhaps, a little more...I've been told I look like a man of the forest,"  said comedian Bailey.

"By raising awareness, and vital funds, we can make a real and lasting impact on the survival of orangutans and the conservation of their rainforest home. And that's got to be worth a bit of an itchy chin."

Women and children can take part too, the charity advises, by wearing a false beard for all or part of the month. 

Sumatran orangutans are one of two distinct species of orangutan and are critically endangered. With only 6,600 left in the world they could become the first great ape species to become extinct, the charity advises. 

 

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