THERE'LL be no sparing father-of-two Eddie Ward's blushes in the run-up to Valentine's Day.

He will be seen on posters in Bolton town centre holding up a pair of women's knickers.

Eddie, aged 34, from Westhoughton, was persuaded to enter a competition run by Crompton Place to find models for its new advertising campaign.

Egged on by his wife and two daughters, he joined dozens of other hopefuls, from teenagers to grannies, at a photographic session in the shopping centre.

Richard Pearson, art director of the advertising campaign, picked Eddie.

He said: "We had so many brilliant photos it was very hard to choose, but our favourite shot had to be Eddie.

"Despite the giggling of his wife and two daughters, he was a real star.

The money Richard saved by choosing a member of the public to model for the shoot will be donated to Derian House Children's Hospice, a fact that persuaded new pin-up Eddie to risk the "ribbing".

He said: "I'm really pleased to be taking part in this to help raise money for a great local charity.

"I'm sure there will be some rib tickling responses from my friends, but it will be worth it for such a good cause."

The owners of Crompton Place have pledged to support Derian House, a children's hospice near Chorley, throughout the year.

The models' fees of all people selected at other photo sessions, which will be held to publicise each season, will be donated to the charity.