Sports fans are being targeted in a campaign to get more sperm donors to help couples struggling to conceive.
Leaflets and posters are being sent to 30 sports clubs and venues in the pilot area of Greater Manchester with the aim of raising the number of active sperm donors to 500 by the close of the football season.
The posters pose the question "Sperm donation - because you were just going to flush the tissue anyway".
The project has not been met with universal acclaim, with many fans complaining of feeling slighted by the targeting of the campaign.
Manchester United fan Barry Ridgeway said "This is absolutely disgusting. When you think about it, they are accusing us all of being dedicated onanists, stroking away in unison every time Rooney takes off his shirt and runs around the pitch, glistening with sweat and streaked with mud like some chiselled greek god. That's idle conjecture on their part, and a slur on my- and my fellow supporters'- good names."
Whilst some sections of the supporters community have reacted in a hostile manner, other fans are being much more supportive, with 26 year-old Vanessa Perroncel stopping off to donate every weekday morning and twice on Saturdays.