Marks & Spencer (M&S) is once again leveraging its influential presence in the men’s fashion market to tackle a pressing health issue. This time, the department store giant has teamed up with Olympic champion Sir Chris Hoy and the Marie Keating Foundation to raise awareness about prostate cancer and encourage more men in the UK and Ireland to take a simple ‘brief check’ for the disease.
Prostate cancer is the most common form of cancer among men in the UK, with statistics from the Marie Keating Foundation showing that one in six men will develop it. With over 4,000 men affected each year in Ireland alone, M&S is using its platform to drive a nationwide conversation about the importance of early detection.
The campaign, which spans across the UK and Ireland, aims to tackle the stigma surrounding prostate cancer while making a significant contribution to research funding. From now until the end of March, M&S will donate €5 from every pack of its Autograph men’s underwear sold (excluding vests and socks) to the Marie Keating Foundation in Ireland and £4 from similar sales in the UK to Prostate Cancer UK. This initiative is part of M&S’s broader efforts to support health awareness through its product offerings.
The retail giant is tapping into its position as the market leader in men’s underwear to create a more meaningful and engaged approach to health. By leveraging in-store promotions, online channels, and social media, M&S hopes to spark a broader conversation about prostate cancer. The campaign encourages men to check their risk using a simple online risk checker tool, highlighting how easy it is for men to understand their potential risk factors.
Olympic hero Sir Chris Hoy, who was diagnosed with stage four prostate cancer in 2023, is the campaign’s key ambassador. For Hoy, supporting the cause is deeply personal. “When M&S approached me, this campaign felt like a no-brainer,” he says. “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 more importantly, we have the opportunity to break the stigma and encourage men to talk about it.”
Hoy’s involvement comes at a critical time, as many men are still reluctant to prioritise their health. “As men, we can be pretty poor at putting our health at the top of our priorities,” Hoy admits. “But prostate cancer often has no symptoms, so one simple check can really save lives.” His message is clear: spark the conversation, take the check, and increase awareness to save lives.
Mitch Hughes, Menswear Director for M&S, echoes Hoy’s sentiments, highlighting how the campaign’s personal connection to Hoy’s diagnosis has resonated with many people, including himself. “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?” Hughes says. “As the market leader in men’s underwear, we felt we had the opportunity to support his inspiring message and make a real difference.”
The initiative is part of M&S’s wider commitment to health and wellness campaigns. For years, the retailer has supported women’s health, particularly breast cancer awareness. However, Hughes points out, “There is more we can do to support men in checking their risk of prostate cancer.” With this campaign, M&S is helping to bridge the gap in male health awareness, especially in a cultural context where men are less likely to discuss health concerns openly.
Helen Forristal, Urology Nurse Specialist and Director of Nursing Services at the Marie Keating Foundation, underscores the importance of such campaigns in making health conversations accessible to men. “Men typically get a bad reputation for not speaking about their health,” she says, “but when resources and supports are put in place, we see that this is not the case. Campaigns like this give men an opening to speak about their health with others, which is exactly what some men need to encourage them to see their GP.”
In addition to the charity donations, the campaign is amplified through QR codes in M&S stores and on the product listing pages of Autograph men’s underwear on M&S.ie. Customers can scan these codes to learn more about the risks of prostate cancer and take immediate steps to assess their own health.
Through this innovative collaboration, M&S is not only helping to raise awareness and funds for critical prostate cancer research but also striving to make a tangible impact on breaking down the stigma around men’s health. As more men are encouraged to take a proactive role in their health, the campaign continues to make strides toward building a culture where talking about health issues is no longer taboo.
A Partnership for Change
Marks & Spencer’s collaboration with Sir Chris Hoy and the Marie Keating Foundation highlights the power of commercial partnerships in raising awareness and making a positive social impact. By using its platforms and products to address prostate cancer, M&S is positioning itself as a leader in both retail and corporate social responsibility, blending business success with meaningful change.
As the campaign progresses, it is hoped that more men will take action, check their risk, and encourage others to do the same, ultimately helping to reduce the impact of prostate cancer on families across the UK and Ireland.
For more information about the campaign or to take the prostate cancer risk checker, visit M&S stores or their website.
