M&S partners with Sir Chris Hoy and Prostate Cancer UK to raise awareness with in-store and online QR tech

UK retail giant Marks & Spencer (M&S) is working with Olympic champion Sir Chris Hoy and Prostate Cancer UK to encourage men to check their risk of prostate cancer.

As part of the initiative, M&S is rolling out QR codes in its stores, fitting rooms, and online product listings for its Autograph men’s underwear. These QR codes link to Prostate Cancer UK’s online Risk Checker, a tool designed to help men assess their risk and take necessary action.

Sir Chris Hoy, diagnosed with stage four prostate cancer in September 2023 with no prior symptoms, is using his platform to highlight the importance of early detection. Following his public disclosure of the diagnosis, 286,000 people used the Risk Checker within two months, including 38,000 individuals with a family history of the disease.

Laura Kerby, Chief Executive of Prostate Cancer UK, said:

“When Sir Chris Hoy went public with his prostate diagnosis last year, he made a huge positive impact for men everywhere. In the couple of months following Sir Chris’s announcement, 286,000 people used our 30-second online Risk Checker. His bravery has inspired so many men to take action about their prostate cancer risk, and he has undoubtedly saved lives.

“Prostate cancer doesn’t give you signs or symptoms in its earlier stages when it’s more treatable, so awareness is everything. That’s why we’re so excited to launch our partnership with Marks & Spencer, which will help us reach thousands of men on high streets up and down the UK, as well as raising vital funds for research projects like our landmark TRANSFORM screening trial.”

M&S expands awareness campaign across multiple platforms

M&S is using its stores, website, and social media platforms to raise awareness of prostate cancer, which has become the most common cancer in England. The campaign encourages men to take "a brief check" and also calls on their family members to play a role in spreading awareness.

In addition to the awareness campaign, M&S will donate £4 from every pack of its Autograph men’s underwear (excluding vests and socks) to Prostate Cancer UK until the end of March, in line with Prostate Cancer Awareness Month. This initiative builds on M&S’ previous work in cancer awareness, including its partnership with Breast Cancer Now, where the retailer added informational signage to more than 1,500 lingerie fitting rooms to help women check for signs of breast cancer.

At the end of January, Prostate Cancer UK reported a 25% increase in prostate cancer cases in England between 2019 and 2023. One in eight men will be diagnosed with the disease, and early detection is critical to improving treatment outcomes.

Sir Chris Hoy urges men to take prostate cancer risk seriously

Sir Chris Hoy said about the campaign:

“When M&S approached me, this campaign 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 groundbreaking research into prostate cancer – but on top of that, we have the platform and opportunity to break the stigma and talk about it.

“As men, we know we can be pretty poor at putting our health at the top of our priorities and are reluctant to talk about it, but prostate cancer often has no symptoms. Therefore, one simple check really can save lives. So, my ask to everyone is to spark a conversation and check, mate.”

Mitch Hughes, Menswear Director at M&S, added:

“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.

“That’s why I’m really proud that we have teamed up with Britain’s most decorated Olympian and Prostate Cancer UK, to spark a nationwide conversation and help more men check their risk – just as we launch our first men’s underwear campaign in over ten years.”

One in eight men will be diagnosed with prostate cancer, and it is now the most common cancer in England. Early detection increases the chances of successful treatment. In the UK to check your risk, visit Prostate Cancer UK. If you are at risk, the first test for prostate cancer is a simple PSA blood test, which is available for free from your GP. If you have concerns about prostate cancer, you can speak with a specialist nurse by calling 0800 074 8383 or visiting the Prostate Cancer UK website.