You could be forgiven for assuming that as prostate cancer IS the most common cancer among men, the male population would already be well-versed, fluent even, in the causes, symptoms and treatment of this devastating illness.

Especially since over the last 30 years, prostate cancer rates have tripled across the UK.

Indeed, more than 37,000 men are diagnosed with the condition every year, and yet despite all the overwhelming evidence, it would seem that men are still reticent about asking their GPs for the check-up.

Cue yesterday’s simple but effective illustration on ITV’s This Morning show, in which a group of Oxfordshire men were tested on air, with one of them, a Witney man, being advised to see his GP for further tests as soon as possible.

November is Male Cancer Awareness Month, and while it would ideal if men themselves took the initiative about seeking a check-up, it seems in reality that it might fall to their wives and girlfriends to push them into doing so.

Thankfully, there are a number of treatments available, but naturally, the sooner a diagnosis is made, the more effective it can prove.

So come on Oxfordshire, man up, and take the test today.