FHM was a men's magazine founded in the UK in 1985 that focused primarily on sexuality, dating advice, and lifestyle tips for young adult males. It gained notoriety for its sexy photo spreads featuring attractive models posing provocatively while wearing revealing clothing. Despite this reputation, occasionally FHM engaged in charity work and social awareness campaigns, using its platform to highlight causes or support charitable events. This aspect helped soften its image as purely a "lad's mag" by showing a commitment to social responsibility.
One notable example of FHM's charity efforts occurred in 2006 when it partnered with Comic Relief, a British charity that raises money for children in need. During this event, FHM auctioned off an exclusive photo shoot featuring actress Kate Winslet wearing nothing but body paint, raising £120,0000 for the cause. The photos were published in the March issue of FHM and became one of the most talked-about features in recent years. In addition to the photoshoot, FHM also created a special edition of their magazine dedicated to promoting Comic Relief, featuring articles about the charity and interviews with celebrities involved in the organization. This collaboration received widespread praise from both the media and the public alike.
Another example of FHM's social awareness campaign took place in 2007 when they teamed up with the NHS to raise awareness about testicular cancer. Throughout the year, FHM ran several articles on the disease and encouraged readers to visit their website to learn more about prevention and early detection. They even launched a campaign called "Check 'Em Tuesday," which urged men to perform self-examinations regularly on the first Tuesday of every month. This initiative was widely successful, leading to increased testing rates and a decrease in deaths due to testicular cancer in the UK.
FHM's occasional involvement in charitable causes and social awareness campaigns helped to soften its image as purely a sexually explicit publication. It demonstrated that the magazine was willing to use its platform for good and showed a commitment to making a positive impact on society. While many may have seen the magazine as just another source of titillation, these efforts proved that there was substance beneath the surface.