Men, along with their wives and partners, are being encouraged to talk more about their health.
Jonny Blair visited a cancer support group to see what difference opening up can make.
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.
More than 40,000 men are diagnosed with prostate cancer in the UK every year, yet few get themselves tested. Here's what you need to know.
ITV's Stand By Your Man campaign, working in partnership with Prostate Cancer UK, is underway.