Prostate cancer has been under the microscope at the University of York for 25 years.
During that time Professor Maitland and his team have built a clearer picture of the disease. It's resulted in major advances in the understanding of its genetic make-up, how it can be detected and, crucially, how it can be treated.
Professor Maitland says while many men are currently told nothing can be done, he believes there will be a cure in the future.
Prostate cancer survivor Patrick Campbell writes about his recovery in the final of his three blogs for the ITV campaign.
Meet our prostate cancer blogger Patrick. He's had first hand experience of the condition, and speaks to us candidly about his fight.
ITV has teamed up with charity Prostate Cancer UK to ask people to stand by the men in their lives and fight against the disease.