Marks & Spencer is teaming up with Olympic champion Sir Chris Hoy and the Marie Keating Foundation to encourage men to take ‘a brief check’ for prostate cancer.
The campaign will see M&S leverage its market-leading position in men’s underwear, along with its customers and 1,800 colleagues in Ireland, to spark a nationwide conversation about prostate cancer.
M&S and Hoy – who has been passionate about raising awareness for prostate cancer since he revealed his own terminal diagnosis last year – will be encouraging men across Ireland and the UK to use risk-checking tools, which will enable them to find out their risk and see what they can do about it.
According to the Marie Keating Foundation, one in six men will get prostate cancer, and the condition affects over 4,000 men a year in Ireland.
M&S is not only calling on men to check their risk online, but for the women in their lives to play a role in the conversation.
The retailer will use the platform of its stores, website, and social channels to drive a nationwide conversation about prostate cancer, launching its first-ever underwear campaign – ‘Make an Understatement’ – in stores and online.
This campaign includes QR codes being rolled out to all Clothing & Home stores at the point of sale and in fitting rooms, as well as on the product listing page of men’s Autograph underwear.
The retailer will also be donating €5 per pack from all men’s Autograph underwear (excluding vests and socks) to the Marie Keating Foundation until the end of March, further supporting the charity’s work.
‘Break The Stigma And Talk About It’
Speaking about his involvement with the campaign, Hoy said, “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 to 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.”
The menswear director for Clothing & Home at M&S, Mitch Hughes, 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 a market leader in men’s underwear, we felt we had the opportunity to support his inspiring message.
“That’s why I’m really proud that we have teamed up with one of the most decorated Olympians and the Marie Keating Foundation, 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.”
‘Drive A Conversation’
On key conversations about health, urology nurse specialist and the director of nursing services at the Marie Keating Foundation, Helen Forristal, said, “Men typically get a bad reputation for not speaking about their health, but when resources and supports are put in place, we see that this is not the case, and men love to talk and learn from each other.
“A campaign like this is designed to give men an opening to speak about their health with others, and this can be exactly what some men need: a little bit of encouragement to go to their GP.
“M&S are harnessing their platform in stores and online to drive a conversation about prostate cancer and help to break the stigma and talk about it.
“This is to be applauded. They are doing this while raising funds for our cancer support services, which is something we are very grateful for.
“The Marie Keating Foundation’s message is simple: know your family history when it comes to cancer.
“If you are 50, ask your GP to consider checking your PSA levels. If you are between 40 and 45 with a family history of prostate or breast cancer, have that conversation.
“It could save your life.”
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