Regional newspaper readers are being invited to take part in a football challenge as part of a company-wide charity campaign.

Trinity Mirror will launch its ‘keepie uppie challenge’ across its national and regional titles tomorrow to raise funds for Prostate Cancer UK.

Readers will be invited to show off their skills by filming themselves doing as many ‘keepie uppies’ with a ball as they can and then sharing on social media with the hashtag #keepieuppiechallenge.

People will then be encouraged to tag and challenge their friends to beat their total and make a donation to Prostate Cancer UK.

Daily Mirror editor-in-chief Lloyd Embley, pictured above, has managed 33 keepie uppies and is challenging the public to beat his total.

Trinity Mirror will donate £3.50 to Prostate Cancer UKm up to a total of £9,000, for each person who beats Lloyd’s score.

Zoe Harris, group marketing director and head of invention at Trinity Mirror, said: “This is a campaign that works perfectly with Trinity Mirror’s huge scale and reach, and it’s an issue that affects the lives of millions of our readers.

“We have a captive audience and a fantastic campaign planned, so we hope to get as many people as possible taking part because it will make a real difference to awareness of prostate cancer in this country.”

Alison Day, associate director of communications at Prostate Cancer UK, added: “This weekend millions of men over the age of 45 will pick up a Trinity Mirror title or read one online. 1 in 8 of these will get prostate cancer.

“Prostate cancer is the most common cancer in men, claiming one man’s life every single hour. However, the disease is plagued with complexities and challenges. We desperately need a new test which can accurately detect the men most at risk from the disease before it’s too late, and we need more treatments for those men living with terminal prostate cancer.

“Thanks to this exciting new partnership we’ll not only be able to make great strides in driving forward awareness of the disease, the money raised will also enable us to fund vital research for a better test and new treatments to save the lives of more men.”