If there's one thing they say about cancer it's that it's better to catch it early, and that's why DJ and comedian Richard Blackwood agreed to undergo a live rectal examination for prostate cancer on This Morning, well, this morning.
The 41-year-old brushed off the naysayers and volunteered to be filmed receiving a Digital Rectal Examination (DRE) from the show's resident medical expert Dr Chris Steele as part of ITV's Stand By Your Man campaign. It aims to raise awareness about prostate cancer, and encourage more men to get checked.
"Men have this phobia of being checked, of being vulnerable, so I'm showing as a man not to be afraid and go get it done," Blackwood told host Phillip Schofield. "It's a shame that black men find it hard to [get checked]... ignorance is bliss. As a strong black role model I'll put myself forward."
Blackwood, whose mother was recently diagnosed with lung cancer, explained that he was more than happy he had gone through with it: "I've had a bit of ridicule from certain ignorant people but the masses understand, the tweets have been good" he said. "Don't be afraid to do it."
And he even took to Twitter after the show to say thanks for the support. "I literally want to thank everyone that supported me today! I hope I have encouraged men out there to do the right thing!! Love & Blessings." Fair play.