M&S, Olympic champion Sir Chris Hoy, and Prostate Cancer UK are hoping a new campaign will spark a nationwide conversation about prostate cancer.
M&S and Sir Chris Hoy will be encouraging men across the nation to use Prostate Cancer UK’s online Risk Checker – a tool that enables men to find out their risk and what they can do about it. More than three million men have taken the Risk Checker since it launched in 2022, leading to thousands more men getting early, life-changing diagnoses.
One in eight men will get prostate cancer and the condition affects millions of lives. M&S is calling on not only men to check their risk but the women in their lives to play a role in the conversation.
M&S will harness the platform of its stores, website and social channels to drive a nationwide conversation about prostate cancer. This includes QR codes being rolled out to all Clothing & Home stores at point of sale and fitting rooms, as well as on the product listing pages of men’s Autograph underwear on M&S.com.
The retailer will also be donating £4 per pack for all men’s Autograph underwear (excluding vests and socks) to Prostate Cancer UK until the end of March, to coincide with Prostate Cancer Awareness Month, further supporting the charity’s lifechanging work.
Mitch Hughes, menswear director, clothing & home at M&S, commented: “When Sir Chris Hoy was diagnosed with prostate cancer, it brought the condition front of mind for a lot of us and made men like me question, how would I know if I’m at risk?
“As the market leader in men’s underwear, we felt we had the opportunity to support his inspiring message. We’re very proud of our long-standing partnership with Breast Cancer Now and the impact we have made supporting women to check for signs of breast cancer, but there is more we can do to support men to check their risk of prostate cancer.
“That’s why, I’m really proud that we have teamed up with Britain’s most decorated Olympian and Prostate Cancer UK, to spark a nationwide conversation and help more men check their risk – just as we launch our first men’s underwear campaign in over ten years.”
Hoy was diagnosed with stage four prostate cancer in September 2023, without any symptoms. In the two months following Sir Chris going public about his diagnosis, 286,000 people used Prostate Cancer UK’s Risk Checker – 38,000 of whom had a family history of the disease.
Sir Chris Hoy, said: “When M&S approached me, this campaign felt like a no brainer, I really believe that together, we can make a difference. It’s amazing to know that we’re going to raise vital funds for groundbreaking research into prostate cancer – but on top of that, we have the platform and opportunity to break the stigma and talk about it.
“As men, we know we can be pretty poor at putting our health to the top of our priorities and are reluctant to talk about it, but prostate cancer often has no symptoms. Therefore, one simple check, really can save lives. So, my ask to everyone is to spark a conversation and check, mate.”
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