Women's Institute members who shocked the world by posing naked for a calendar are set to cause a new lather - by stripping off for a washing powder advert.

The women from North Yorkshire, aged 45 to 60, have raised more than �330,000 for charity through their risque calendar.

Now the 10 women from Rylstone and District WI have gone further in shaking off the WI's Jam-and-Jerusalem image, by undertaking a second nude venture.

A series of three billboards carrying a 40ft by 10ft advertising poster will be unveiled at prime locations in London, Glasgow and Manchester from next Saturday.

Tricia Stewart, 51, who appeared as Miss October in the calendar, but normally runs a medical software company, said their latest high-profile appearance was above all a means of raising funds for the Leukaemia Research charity, whose symbol appears on the ads.

She said: "We have had lots of offers since the appearance of the calendar, at times the phone has not stopped ringing. But this was the one we decided we would do.

"After all, we're all housewives who have to do some washing and it has been done very tastefully. It is all about helping to raise money for cancer research and we are very pleased with the result."

Film contract talks

The group is also in the final stages of negotiations to sign a film contract after being approached by British and US producers.

It is nearly a year since the women, aged between 45 and 60, posed for the calendar wearing nothing but pearl necklaces, hats and holding strategically-positioned floral displays and culinary equipment.

The calendar has sold 88,000 copies worldwide for Leukaemia Research.

The sales figure is claimed to be double that of another institution of nudity, the Pirelli calendar.