Marks & Spencer has raised over £155,000 for Prostate Cancer UK in just 40 days through a simple but powerful campaign fronted by Olympic cycling legend Sir Chris Hoy.
The retailer sold more than 40,000 packs of its Autograph men’s underwear, donating £4 from every sale directly to the charity.
M&S also raised €8,700 for the Marie Keating Foundation in the Republic of Ireland.
The campaign went far beyond fundraising by encouraging men to take a ‘brief check’ of their own risk.
That call to action led to more than 180,000 people completing Prostate Cancer UK’s online Risk Checker.
A staggering 148,000 of those who used the tool were found to be at higher risk of the disease.
One in five of them now plan to speak to their GP, potentially saving lives through earlier diagnosis.
The campaign was designed to spark conversations and make prostate cancer a national talking point.
M&S leaned into its market-leading role in men’s underwear to connect with its 32 million customers and 65,000 colleagues.
They brought in not just Hoy but also football icon Ian Wright to help amplify the message.
Posters and QR codes were placed in stores and online, with a push to use the Risk Checker in fitting rooms and on product pages.
The campaign ran for six weeks from February and tackled some stark realities head-on.
Prostate cancer is now the most common cancer in England, with a 25 percent rise in cases between 2019 and 2023.
One in eight men will develop the disease, and for Black men the risk is doubled.
Early detection remains critical, and the campaign focused heavily on this point.
The PSA blood test is a key part of the conversation for those found to be at risk.
Mitch Hughes, Menswear Director at M&S, called the results “just the beginning.”
He praised customers and staff for their “unwavering support” and said the team was “incredibly moved” by the campaign’s success.
Laura Kerby, CEO of Prostate Cancer UK, called the impact “phenomenal.”
She said the money raised would support men and families dealing with prostate cancer and fund vital research like the TRANSFORM trial.
She added that conversations among M&S staff had already helped raise awareness in local communities.
Kerby urged men to use the Risk Checker, reminding them that early detection makes a world of difference.
This isn’t just about pants, it’s about changing lives.
