Marks and Spencer has raised over £55,000 in just two weeks for Prostate Cancer UK after joining forces with Olympic legend Sir Chris Hoy.
The campaign aims to encourage men across the UK to check their risk of prostate cancer using an online tool.
With £4 from every pack of M&S Autograph men’s underwear going to the charity, over 14,000 packs have been sold so far.
Since launching, the campaign has seen over 75,000 men complete the Prostate Cancer UK risk checker.
More than 61,000 of those were identified as higher risk and were advised to consult their GP for further tests.
Prostate cancer is now the most commonly diagnosed cancer in England, overtaking breast cancer.
One in eight men will develop the disease, with Black men facing double the risk.
The earlier it is detected, the easier it is to treat, making awareness campaigns like this crucial.
M&S has used its influence as the UK’s leading retailer in men’s underwear to reach its 32 million customers and 65,000 employees.
Celebrity ambassadors including football legend Ian Wright have helped amplify the message.
QR codes linking to the risk checker have been placed in M&S stores and on their website, making it simple for men to assess their risk in just 30 seconds.
Mitch Hughes, Menswear Director at M&S, said the response from customers has been overwhelming.
He believes this campaign is sparking life-saving conversations across the country.
Sir Chris Hoy has played a vital role in getting men to engage with their health in a way they may not have done before.
Laura Kerby, Chief Executive of Prostate Cancer UK, said the partnership is already saving lives.
She highlighted that thousands of men are now taking steps towards early diagnosis thanks to the campaign.
M&S will continue donating £4 per pack of Autograph underwear until the end of March to support the charity’s work.
Men concerned about prostate cancer are encouraged to visit the Prostate Cancer UK website to use the risk checker or speak to their GP.
A simple PSA blood test can detect early signs of the disease and is available for free from the NHS.
Prostate Cancer UK also offers specialist nurses for advice and support.
This campaign proves that something as simple as buying a pair of pants could make a real difference in saving lives.
