M&S has teamed up with Olympic cyclist Sir Chris Hoy and charity Prostate Cancer UK to encourage men to use their online Risk Checker.

The tool helps men assess their risk of prostate cancer and provides guidance on the steps they can take based on their risk level.

According to Prostate Cancer UK, prostate cancer is now the most common cancer in the UK, with one in eight men expected to develop the disease.

Hoy, himself, was diagnosed with stage four prostate cancer in September 2023.

Reflecting on his involvement in the campaign, he said M&S’ approach “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 ground-breaking research into prostate cancer, but on top of that, we have the platform and opportunity to break the stigma and talk about it,” he said.

“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.”

The campaign will run across M&S stores, its website, and social media platforms in the UK and ROI.

Mitch Hughes, Menswear Director for Clothing & Home 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.”