Department store chain M&S has collaborated with Olympic cyclist Sir Chris Hoy and charity Prostate Cancer UK to encourage men to use their online Risk Checker.
The service allows men to assess their risks of cancer and gives them advice on measures they can take depending on their risk level.
According to the charity, prostate cancer is now the UK’s most common form of cancer. It highlighted that one in eight men will develop the disease.
Hoy (above, right) was diagnosed in September 2023 with stage four prostate cancer. He said when M&S approached him about the campaign, it “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 ground-breaking research into prostate cancer, but on top of that, we have the platform and opportunity to break the stigma and talk about it,” he said.
“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.”
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The campaign will be rolled out in the UK and ROI across the retailer’s stores, website, and social media channels. Until the end of March, M&S will donate £4 per pack for all men’s Autograph underwear (except vest and socks) to Prostate Cancer UK. In the Republic of Ireland, €5 will be donated to the Marie Keating Foundation.
Mitch Hughes (above, left), menswear director, clothing & home at M&S, said: “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.”
