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ST. JOHN’S, N.L. — A stunningly popular calendar of burly, bearded mermen posing against scenic Newfoundland backdrops for charity is back for a second year.

The 2018 ’merb’ys’ calendar — drawing its name from ’mermaid’ and the Newfoundland moniker for ’buddy’ — became a viral, global success when it launched last year, raising over $300,000 for mental health.

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Proceeds from the second calendar, which launched Saturday, will go to Violence Prevention Newfoundland and Labrador, for a project that aims to challenge traditional concepts of masculinity and engage men in violence prevention.

Organizer Hasan Hai said he only expected to raise a few thousand dollars last year, but the merb’ys popularity was instantaneous — shortly after the project went public, people were stopping him in the street, asking how to get involved with the next edition.