Ever since Peter Andre lost his brother to kidney cancer in 2012, the singer has been finding different ways to support Cancer Research UK. Pete, as he is affectionately called by his fans, has championed several campaigns in the past and the latest has seen him launch a new game.
Dubbed "Peter's Hearts of Gold", the game will involve people buying tickets from Wink Bingo. Players will have the chance to win cash on a daily, weekly and monthly basis.
Selected winners of the game will also have the chance to meet the Mysterious Girl singer in person.
Peter Andre's new charity campaign is called "Peter's Hearts of Gold"
A portion of the ticket sales will be donated to the star's fund within the charity – Cancer Research UK's Peter Andre Fund. The bingo company has pledged to raise at least £50,000 for the fund, an amount that the hitmaker is "absolutely thrilled" by.
Showing his appreciation, Peter said: "Set up in memory of my brother, all the support from partners and individuals means so much to me and my family.
"Anyone who plays this game and helps us raise money really will be showing that they have a heart of gold."
Money raised will go to the singer's Peter Andre Fund
Every year the star's fund, which was set up in 2013, aims to raise £250,000 for Cancer Research UK's "Cancer Awareness Roadshow" unit.
The unit travels around London and gives information to people in local communities. Trained cancer awareness nurses are on board to talk to members of the public about detecting the disease early and reducing their risk of cancer.
Peter Andre said that his family and Emily MacDonagh have been very supportive
Peter, 42, has encouraged fans to get involved with fundraising in the past, whether it be holding bake sales or doing sponsored runs. One of his recurring campaigns was called "Pete's Champions" and raised £100,000 two years ago.
Speaking previously to HELLO! Online about the project, Peter said that he couldn't have done it without the help of his family and his doctor fiancée Emily MacDonagh.
"The family are very supportive," said Peter. "What I really love is that this campaign is one of the ways that me and Emily feel very connected work wise because this is her field. I can pick her brains on ideas, and it's great."
Peter Andre and Emily MacDonagh are parents to toddler Amelia
He added: "I cannot tell you the pain our family went through when we lost my brother, so much so that I couldn't talk about it for a long time. At first I was angry with the word cancer. I didn't want to hear it. I lost my brother to it.
"I wanted to bury my head in the sand but then I thought, hang on, you're not alone on this. Other people are going through this pain so why don't we all try and help other people not go through it?"
Peter's new charity game will run until November. For more information search "Peter's Hearts of Gold" promotion and share your thoughts on social media with the hashtag #peterheartswink.