The broadcasting dynasty, known as ‘The Snows’, have come together in support of Prostate Cancer Awareness Month in March fronting an in-store campaign in M&S stores across the UK.
The campaign is part of the retailer’s partnership with The Prostate Cancer Charity.
Presenter Peter Snow, his son, Dan, and Peter’s cousin, Channel 4 News’ anchorman, Jon Snow, were selected to front the campaign to highlight that a man’s chances of developing prostate cancer are two and a half times greater if a close relative, such as a father or brother, is diagnosed.
The partnership between The Prostate Cancer Charity and M&S is now in its third year.
This year, M&S will donate 10 per cent from the sale of the Autograph range of men’s underwear for the first two weeks of March to the Charity.
Trolley tokens and pin badges, for suggested donations of £2 and £1 respectively and each bearing the Charity’s blue man emblem, will also be on sale.
Dan Snow said: “Not many causes could tempt me to pose in my pants, but I was very keen to support The Prostate Cancer Charity. I was particularly interested in making men of my age aware that if you have a father or brother diagnosed with the disease, you could have an increased risk of developing it.
"Family is what matters to me - I love working with Dad on our documentaries - so the cause struck a real chord with me. I hope men, as well as their wives and girlfriends, will show their support and make sure they visit their local M&S store throughout the month.”
Prostate Cancer Awareness Month will aim to increase awareness, not only of prostate cancer, but of some of the inequities surrounding the disease, under the banner, ‘it matters’. 35,000 men are diagnosed with prostate cancer every year in the UK and one man dies every hour of the disease.
John Neate, chief executive of The Prostate Cancer Charity, said: “We are thrilled that ‘The Snows’ agreed to support our Prostate Cancer Awareness Month. Their involvement, particularly the brave decision to pose in their underwear, should be a real talking point and help us get people thinking about prostate cancer. We are also very grateful to M&S for its continued support.
“The partnership, which is embraced by M&S staff and customers alike, means a huge amount to the Charity not just financially but by offering such a fantastic opportunity to raise awareness through M&S stores.”