Marks & Spencer has joined forces with Olympic legend Sir Chris Hoy and Prostate Cancer UK to encourage men to take ‘a brief check’ for prostate cancer.
The campaign uses M&S’s market-leading position in men’s underwear and its 32 million customers to spark a nationwide conversation about prostate cancer.
Sir Chris Hoy and M&S are urging men across the UK to use Prostate Cancer UK’s online Risk Checker, a quick tool that helps men understand their risk and what steps to take next.
Since its launch in 2022, over three million men have used the Risk Checker, leading to life-changing early diagnoses.
Prostate cancer is the most common cancer in England, yet there is no national screening programme in place.
One in eight men will be diagnosed with prostate cancer in their lifetime, with the disease affecting thousands of families across the UK.
M&S is calling on men to check their risk and for their partners, friends, and family members to encourage them to do so.
To help raise awareness, M&S is rolling out QR codes in all its Clothing & Home stores, fitting rooms, and on its website to direct men to the Risk Checker.
Until the end of March, M&S will also donate £4 from every pack of its Autograph men’s underwear (excluding vests and socks) to Prostate Cancer UK.
This builds on M&S’s longstanding commitment to health awareness, following its partnership with Breast Cancer Now, which saw fitting rooms equipped with guidance on the signs of breast cancer.
At the end of January, Prostate Cancer UK revealed that cases of prostate cancer in England had risen by 25% between 2019 and 2023.
Sir Chris Hoy, who was diagnosed with stage four prostate cancer in 2023 despite having no symptoms, is determined to spread the message.
Since sharing his diagnosis, 286,000 people have used Prostate Cancer UK’s Risk Checker, with 38,000 of them having a family history of the disease, just like him.
Sir Chris Hoy said:
“When M&S approached me, it was a no-brainer.
“We can break the stigma, start conversations, and save lives.
“As men, we can be terrible at prioritising our health.
“Prostate cancer often has no symptoms, so a simple check could make all the difference.
“My message is clear: check, mate.”
Mitch Hughes, Menswear Director at M&S, said:
“Chris Hoy’s diagnosis made many of us question how we would know if we were at risk.
“As the UK’s leading retailer for men’s underwear, we had an opportunity to support this vital message.
“We are proud of our work with Breast Cancer Now, but there is more we can do to help men check for prostate cancer.”
Laura Kerby, Chief Executive of Prostate Cancer UK, added:
“Sir Chris Hoy’s bravery in sharing his diagnosis has already saved lives.
“In just two months, 286,000 people used our Risk Checker, and we know that awareness saves lives.
“Prostate cancer doesn’t always show symptoms in its early stages, which is why this partnership with M&S is so vital.
“It will help us reach thousands more men across the UK while funding groundbreaking research, like our TRANSFORM screening trial.”
Men concerned about their risk can check online with Prostate Cancer UK or speak with a specialist nurse at 0800 074 8383.
M&S’s campaign, ‘Make an Understatement’, is its first underwear campaign in over a decade and is now live across stores and online.
