Letterkenny's Marks & Spencer is rowing in behind a cancer awareness initiative

The Marks & Spencer store in Letterkenny has teamed up with Olympic champion Sir Chris Hoy to encourage more men to check for prostate cancer.

Sir Chris Hoy was diagnosed with prostate cancer, and 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.”

M&S has launched its first ever underwear campaign with the Marie Keating Foundation, called ‘Make an Understatement’, to encourage men across Ireland and the UK to use risk checking tools to find out their risk of prostate cancer and what they can do about it.

According to 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 calling on not only men to check their risk online but for the women in their lives to play a role in the conversation.

QR codes are being rolled out to all Clothing & Home stores at point of sale and fitting rooms, as well as on the product listing pages of men’s Autograph underwear on M&S.ie.

The retailer will also be donating €5 per pack for all men’s Autograph underwear (excluding vests and socks) to the Marie Keating Foundation until the end of March, further supporting the charity’s life-changing work.

Mitch Hughes, Menswear Director, Clothing & Home at M&S commented: “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.”

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“That’s why, I’m really proud that we have teamed up with one of the most decorated Olympians and 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.”

Urology Nurse Specialist and Director of Nursing Services at the Marie Keating Foundation, Helen Forristal commented: “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 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 40-45 with a family history of prostate or breast cancer, have that conversation. It could save your life.”