Lunchtime World Cup watchers are to be the target of a men's health drive on Thursday.

Fans intent on catching the Mexico v Italy match in a Norwich pub will be able to check the toll the action - and their lifestyle - is taking on their health.

Norfolk and Norwich University Hospital consultant Stuart Irving will be setting up a health information clinic in the pub as part of this week's first National Men's Health Week.

Mr Irving, a consultant urologist, is hoping to encourage men in Norwich's Trafford Arms to take better care of their health and to make more use of health services.

Given it's the World Cup we thought what better place than a pub

Consultant Stuart Irving

Too many men die prematurely, drink too much alcohol and are overweight.

Men are often also reluctant to visit their doctor until health problems have become serious and harder to treat.

Mr Irving said: "Because men are often reluctant to visit a doctor we've decided to take the health message to them and given it's the World Cup we thought what better place than a pub.

"We hope some of the health information we have will prove useful to men who might otherwise avoid thinking about their general physical and mental well-being."

Trafford Arms landlord Chris Higgins said he thought it was a great idea.

"Mr Irving said to me that the problem they have is getting men in to clinics.

New initiatives

"I said we never have any trouble getting them into the pub, so put the two together and see what you come up with."

The Norfolk and Norwich University Hospital's initiative is one of hundreds taking place throughout the country during the first National Men's Health Week.

The Week has been launched by the Men's Health Forum, a charity that promotes men's health, and is backed by the Health Development Agency and a wide range of other health organizations and charities.

The men's health information clinic takes place at The Trafford Arms, Grove Road, from 1230 - 1430 BST on 13 June.